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August 17, 2017

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Alibaba's Sales Beat Estimates on Surging Consumer Demand
Bloomberg (8/17)
Alibaba bolstered its dominance in e-commerce by improving the advertising algorithms it uses to generate revenue from brands trying to reach the 466 million active consumers on its online platforms. That is buying time for billionaire Chairman Jack Ma to venture into traditional retail.”
 

Facebook Adds Features to Help Marketers Push Content
MediaPost (8/16)
Facebook this week is rolling out additional features to help marketers amplify their branded content and control their campaigns with creators. The target audience will see the post originated by the creator, even though the marketer boosted it, Facebook promises. Until now, marketers could only boost a creator’s post by first sharing it.
 

Apple Plans to Invest $1 Billion in Original TV Shows and Films
Bloomberg (8/16)
Apple has accelerated its push into video over the past year as it seeks to double revenue by 2020 from its services business, which includes products such as Apple Music and the App Store. It released the reality shows ‘Planet of the Apps’ in June and ‘Carpool Karaoke’ earlier this month.

 

ANA Endorses TrustX, Encourages Members To Use Programmatic Media-Buying Stamp Of Approval
MediaPost (8/16)
In an important endorsement of the TrustX initiative launched earlier this year by digital publishing trade group Digital Content Next (DCN), the Association of National Advertisers is throwing its full weight behind the program to help facilitate trust and transparency in programmatic media-buying.


Industry Perspectives
 
The State of the Brand Crackdown on Media Transparency
Digiday (8/17)
The brand-safety storm that raged throughout the first half of 2017 highlighted how little many advertisers know about their media investments. However, it would seem that those same advertisers are now taking on more of the media-management tasks they previously assigned to agencies.
 

With An Eye On Transformation Via Acquisition, Non-Tech Companies Scoop Up Tech Firms
AdExchanger (8/17)
The evolution of artificial intelligence, smart devices and mobile computing promises to transform every sector in the market from media and advertising to transportation, finance, manufacturing and even health care. The pace of technological innovation is only speeding up, forcing non-tech incumbents to act.
 

What Google's Open Communication Culture Is Really Like
Wired (8/16)
For culture of openness to thrive, employees are encouraged to bring their authentic selves to work—a delicate balance that hasn’t caused major problems in the past. Along the way, participants drop off, or continue to argue their points, or bring an array of facts meant to persuade or end the discussion.


3 Tips for Getting Past B-to-B Cold Calls and Lifting Sales With Account-Based Marketing
Adweek (8/16)
Although the concept of ABM has been around for a long time, the emergence of marketing technologies has created a new opportunity for marketing to scale personalization far beyond where it has in the past. The problem with most business-to-business marketing programs today is that they’re based on generic lists.

 

Why Do Publishers Still Have Fragmented Sales Teams?
AdExchanger (8/16)
The most successful publishers already understand that their sales teams need to be more holistic and take a more consultative approach to agencies and advertisers. The key is to understand all the different kinds of buying and selling types available in order to suggest the option that makes the most sense for each case.
 

Blockchain May Give Rise To Even Smarter B2B Marketplaces
Forbes (8/16)
As the dot-com boom crested a couple of decades back, we saw a plethora of online B2B exchanges emerge across key industries, promising electronically delivered communications and trading between hubs, suppliers, customers and other involved parties. Some of these key exchanges have become prominent players within their industries.

 
Research Insights
 
Global Marketers Improving Media Oversight: WFA Study Finds More Control, Transparency
MediaPost (8/16)
On transparency, 65% of respondents said they have improved their internal capabilities via moves such as hiring a head of programmatic. More than 70% indicated that they have amended their media agency contracts and 58% have included terms that define agency status as agent or principle at law.


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