Dynamic Creative Optimisation “Nothing Short of Amazing.”
David J. Moore of WPP unit Xaxis discusses the digital marketing potential for Dynamic Creative Optimisation – putting the focus on how and what you show audiences, rather than who an individual ad is delivered to.
Facebook is Shutting Down its Retargeting Exchange – Redirecting Advertisers to Mobile
The steady march towards mobile marketing is seen this week in the shutting down of the desktop-focused retargeting tool Facebook Exchange. According to VP of Monetization Matt Idema, this development is part of a push to move advertisers towards the social network’s mobile platform. Although Facebook Exchange started strong during its launch in 2012, the tool has since become a “very small” part of the company’s business as more users flock to mobile devices. Read More
Programmatic is the Vehicle, Insights are the Solution
Bruce Falck, CEO of TURN discusses how marketers should focus on the data insights to be gained from programmatic marketing. With data from programmatic driving analytics and generating campaign success, the market is more primed than ever to push the boundaries on how to deliver to the right ad to the right consumer. Read more.
Twitter Ditches its Buy Button – Puts the Focus on Retargeting
The short-lived ‘buy’ button will soon be disappearing from Twitter as the company plans to funnel resources into dynamic product ads. The lackluster response to the feature appears to show that social media users are not in the frame of mind to make direct purchases. Econsultancy’s Ben Davis surmises the demise of the feature as “a perfect storm of perhaps a slightly misjudged product and little update.” Read more
What is the Mobile Programmatic Future of Advertising?
The mobile device is quickly establishing itself as top dog in the consumer’s online activity. Reports show that the vast majority of this time is spent in apps – and smart marketers are taking notice. With more sophisticated data tracking, targeting and a resilience to ad-blocking, apps are quickly gaining prevalence in the digital marketing community. Read more.
Creating the Consumer-Based Customer Experience for Programmatic
Facebook to Serve Ads to Non-Users Through its Audience Network
In a direct shot at Google’s AdSense Network, Facebook will now be able to target ads to users outside of its platform through the use of the Audience Network. Through this tool, any website using Facebook technology will allow the company to access valuable marketing information to serve ads on mobile apps and websites beyond its own, regardless if users are signed in or possess a Facebook account. Read more.