As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.
So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.
That’s why our team of experts is releasing weekly recaps to keep you up to speed. Last week we released our inaugural weekly recap of the most important news happening in digital analytics and marketing technology. Here’s what we’re watching this week.
- IAB Tech Lab Pilots Blockchain to Clean Up AdTech: Two things that are complicated and often misunderstood – AdTech and Blockchain – are coming together to make for a more transparent ecosystem. It’s not as crazy as it sounds; the partners of IAB’s Blockchain Working Group have started to pilot the technology to bring transparency to AdTech and fight fraud. Blockchain uses a distributed ledger that is available for all parties (in this case, AdTech vendors) to view every transaction in the buying process. This is similar to the news from last week when we discussed the formation of IBM and Mediaocean’s partnership. There is a strong desire from advertisers to achieve a greater level of transparency on where the investment is going, and so we expect to see more announcements like this in the future.
- Salesforce Acquires Datorama: If you aren’t familiar with Datorama it is one of the industry leaders in providing the technical infrastructure for companies to both gather and integrate data, as well as develop insights that fuel marketing campaigns. Given Salesforce’s continued investment in marketing platforms that provide clients all sorts of capabilities and data, it isn’t surprising to us that they would acquire a platform that can integrate large amounts of data relatively seamlessly. The critical determination as to whether the combined entities will be successful is whether or not more brands decide to go the route of connected dashboards versus the development of an internal data warehouse. Only time will tell.
- Marketo and Clari Team Up to Unify Marketing and Sales: There can be enough push and pull between marketing and sales departments without technology getting in the way. Enter Marketo and Clari’s new partnership. The two technology companies are teaming up to help sales reps see how potential customers are interacting with marketing content. Not only is this good for sales reps, it should reduce friction for customers as they move from the lead gen pipeline to sales.
- Google Partners with Innovid to Help with YouTube Measurement: Continuing last week’s news of Google’s Measurement Partner Program, Innovid has announced they will be offering viewability metrics reporting for YouTube Ads and Google Video Partners. This type of cross-device transparency has been a blind spot for marketers in the past. It’s encouraging that Google is looking to build strong partnership to increase the availability of measurement data, especially after recent moves to limit data in reporting in response to privacy regulations.
Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.
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