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August 15, 2017

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Facebook, Google Challenged to Improve Ad Measurement Standards
eMarketer (8/15)
To address brand safety, the IPA urged YouTube and Facebook to become signatories to the Digital Trading Standards Group (DTSG)’s UK Good Practice Principles, a list of digital ad standards designed to protect brand safety and limit misplacement of online ads, among other issues.
 

Google Estimated To Pay Apple $3B To Remain Default Search Engine In 2017
MediaPost (8/14)
A.M. (Toni) Sacconaghi Jr., a Wall Street analyst at Sanford C. Bernstein, wrote in a research note published Monday to investors that the $3 billion licensing fee Apple will likely incur this year is up from the $1 billion the company paid in 2014.


Facebook Invests In E-Commerce with 'Marketplace' Expansion
Forbes (8/14)
On Monday, the social media company said its mobile-only buy-and-sell tab, "Marketplace," is gaining momentum and will soon be available across Europe. Marketplace, which competes with e-commerce sites like Craigslist and Ebay, debuted in the U.S. in October and has since expanded to six countries: Australia, Canada, the UK, New Zealand, Chile and Mexico.

 

AWS Launches Migration Hub to Make Cloud Moves Even Easier
VentureBeat (8/14)
The hub is a web-based portal that lets customers set up migration tasks like discovering applications and moving them to AWS. After that, they’ll be able to revisit the hub to check up on the progress of those tasks, since migrations aren’t instantaneous.


Target Agrees to Buy Software Firm to Compete with Amazon
Bloomberg (8/14)
The deal is part of a broader overhaul of logistics operations at Minneapolis-based Target. The company aims to enhance the efficiency and profitability of a web business that has suffered setbacks in recent years, including a data breach, website outages and the departure of digital chief Jason Goldberger in 2016.

 

Industry Perspectives
 
It’s Not Just Hype: Real Changes to Consumer Behavior Are Driving Adoption of Data-Driven Creative
Marketing Land (8/14)
This combination of media mobility and online content means that consumers are now experiencing the majority of their content and advertising while they are on the run, multitasking and engaged in multiscreen behavior. This reality is in stark contrast to the historical assumption of an engaged consumer who is experiencing ads in a 'lean-back' posture while focused on singular content.


8 Digital Stats From Last Week That Brand Marketers Need to Know
Adweek (8/14)
We are now well into August and staring the busy fall sales season right in the eye, so digital marketers need to catch up on current trends. With that in mind, here are 8 stats from last week that grabbed our attention.

 

Why CMOs Need to Take a Second Look at Email
Business 2 Community (8/14)
A CMO who’s disengaged from email probably doesn’t have a good view of what their email campaigns are doing, or whether they’re taking advantage of the most effective email tactics including content personalization and behavioral triggers. These email tactics make sure that the most compelling content is getting in front of the right people at just the time they’re most likely to act on it.


‘We’re Paying for the Mistakes’: Publishers Say Brand-Safety Fears Have Unfair Consequences
Digiday (8/14)
Monetizing hard news has always been tougher than lifestyle or entertainment news, but in the last six months, advertiser fears have heightened over appearing in brand-unsafe online environments. That’s meant at times, some publishers were restricted around what hard-news video inventory they could monetize, according to several publishing sources.

 

5 Things Brands Need to Know About Amazon Spark
Adweek (8/14)
In July, the $430 billion company rolled out Amazon Spark, a social feed of user-posted images. Many have been quick to point out the similarities of Spark with other image-heavy social networks (e.g., Instagram), but there are several key differences that make Spark something that agencies, brands and other social platforms should pay close attention to.
 

Publishers Experimenting with Facebook Watch
MediaPost (8/14)
Some of the publishers are already cranking out new shows and other programming for Watch, which Facebook hopes will rival YouTube, as well as other video platforms like Snapchat, Netflix and Amazon. Facebook has been paying $10,000 to $25,000 per episode for some shows, according to CNBC, and non-publishers are also providing original video content, including NASA.

 
Research Insights

Despite Challenges, Programmatic Is Evolving To Deliver On Brand Safety
AdExchanger (8/14)
Though spend is up, programmatic buyers have fallen 12% year over year, according to a new study by MediaRadar. These advertiser concerns stem from very public quality-control challenges for platforms like YouTube and Facebook.



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