Third-party data – the term is a constant in the programmatic world and in the trades, but how many marketers can confidently attest to knowing exactly what it is and what they can do with it? Programmatic advertisers use third-party data every day to increase campaign efficiency by identifying desired audiences and allotting ad spend […]
Since pay-per-click programs first launched in the mid-1990s, Search Engine Marketing (SEM) has been an effective way for marketers to connect with consumers who are actively seeking out a brand’s services or products. However, as search demand has grown, factors like costs, management complexities and competition have significantly increased. To overcome these challenges, tools and […]
This past week, Facebook announced it would begin showing a ‘relevance score’ that rates ads based on how well content is received by a target audience. While Facebook’s Ad Delivery system isn’t new, and has been operating with a relevance score in the background for years, this is a strategic move to offer more transparency […]
Automation and proliferation of advanced targeting options have made advertising more informed, more affordable and more efficient, leading marketers to invest significantly in digital and programmatic media this year. However, with the power of data and machine-driven advertising comes the responsibility of protecting the industry from the rise of digital fraud. Marketers’ excitement about the […]
On the heels of Pinterest introducing new Analytics and Conversations features, the platform recently opened its Promoted Pins program to all U.S.-based partners on January 1. As a natural extension of the way Pinterest users utilize the platform for search and discovery, the broad availability of Promoted Pins creates new opportunities and advantages for marketers […]