AdTech Industry

13 posts

I’m a data analyst

By all accounts, I have the sexiest job of the century*. 
I’m not a model or a rock star - I’m a data analyst.

Google Marketing Next 2017: What you should remember

Google Marketing Next − the yearly big event for the Mountain View giant, dedicated to its advertising products for measurement and activation – took place in San Francisco from 22 to 24 May. 55 was there, and took note of three trends and major announcements from Google.

 

Adobe, Oracle and Salesforce enter into their own Game of Martech Thrones against Google

The three SaaS giants are acquiring marketing technology tools and emerging as competitors of Google, who wishes to lock down the market as it did for adtech.
The line between adtech and martech is becoming blurrier, but it’s not by chance that these two worlds have been moving closer and closer together lately. Au contraire, it proves that companies specialised in SaaS solutions intend to take back some ground from Google.

How ad fraud threatens the whole programmatic industry

Ad fraud has been around for years, but the rise of programmatic and audience targeting campaigns has made it a top concern for brand marketers. Though nobody agrees on its real impact on advertising budgets, fraud casts a shadow on the whole programmatic industry, which eventually leads marketers to re-allocate budgets to allegedly safer environments like Facebook, YouTube and Snapchat.

Data protection: a new trust agreement

The client is king in marketing, and the client’s needs are at the forefront of the design process for new services. Certain questions gnaw away at marketers from Monday to Friday, such as “Are we providing the best possible user experience?”, “What does the app we’re developing truly offer?”, or “Does our product respond to a real market needs?” First answers to these responses can be provided by data: if a user visits my site, I know what product interests him or her; if he or she has read articles on a partner’s platform, I know what tone to use when I address him or her.

Cookies: Why the European Commission regulation could reinforce the domination of adtech walled gardens

The reform project aiming to reinforce online data privacy that was proposed by the European Commission last week has been received very negatively by the advertising industry. Many analysts feel that, while this regulation will weaken the position of online publishers even more, it will reinforce that of Internet giants such as Google and Facebook. Mats Carduner, CEO of data company fifty-five, gives us his insight in this interview by ad-exchange.fr.

Brandtech in a Few Questions – And Pictures

fifty-five, who recently joined Brandtech group You & Mr Jones, hosted well-known brands in March 2016 for a conference held at Google’s Paris office: Allianz, Danone, Volvo, AXA, Sigfox, Aufeminin, Parrot, and Snips, a start-up. Brandtech was the topic of the day.
The cartoonist Deligne took this chance to capture a moment in the quickly-evolving world of marketing.

Multidevice, multichannel: how can we keep track of the connected customer?

Oh if only I could keep track of my clients from their digital to their physical interaction with my brand… And if only I could adapt messages from one screen to another to avoid repeating the same thing twice to the same person…
What once could be considered a marketing director’s fantasy is actually becoming real as the giants of adtech have understood that realising such a dream could open up major advertising budgets.
Hugo Loriot, Media Technologies Director at fifty-five has accepted to detail for Viuz the possibilities offered by new personalisation and measuring methods that rely on the use of unique user identification between screens and sales channels. According to Hugo, this is an enormous opportunity that companies will need to take as it rapidly transforms into a necessity.

 

 

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Publication

Lan Anh Vu Hong

Crédits photo

Mats Carduner, Adobe Stock & Unsplash

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