Early this month, the Association of National Advertisers had some good news for people at Cannes Lions. A shocking 15% of all ad spend in 2023 went to media buys on mostly fake made-for-advertising (MFA) websites. That went down to 4% after a year. The news is a little less good because digital ad spending is expected to rise by 16% in 2024, which is only 4% of a bigger number. Also, 4% is still a lot. Of course, one type of ad fraud is tricking brands into buying programmatic advertising on......
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DAMs are pieces of software that help a company store, organize, and make better use of all of its digital assets. A DAM is the “single source of truth” where marketers can find all versions of media assets that are useful. This includes photos, PDFs, images, audio, video, and even VR or other new forms. A DAM adds metadata to these files that tell marketers everything they might want to know about the file before they use it, like: Does the company have the right to use a picture forever, and if......
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We know that martech and demand generation tactics work best to get prospects interested when the brand is already well known. So why don’t we always use those strategies on customers who already know our company better? Many marketing teams miss the chance to connect customers and upsell by using tried-and-true prospecting methods that are based on data. Market to customers and find new customers are not the same thing. But some ways of marketing can help bring in more customers and keep the ones you have. Some content that is made......
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You think that “the customer” means the same thing in all of your use cases when you organize your data around that word. That’s not always a good guess. An important job of a customer data platform (CDP) is to collect data from various sources and put it all together in one record. That one customer record can hide bigger problems if you’re not careful, and it can make some of your use cases impossible. This guide will help you understand how to organize customer data in a way that helps your......
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