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Unilever threatens to pull ads from platforms,IAB’s first publication on blockchain and more

  • Posted by: Digital Marketing Tactic Team

A final call? Unilever threatens to pull ads from platforms swamped with ‘toxic’ contentA final call? Unilever threatens to pull ads from platforms swamped with ‘toxic’ content

Consumer packaged goods maker Unilever, an advertising force with a $9.8 billion annual marketing budget, is ringing the alarm bells that all is still not well in the environments fostered by the likes of Google and Facebook. Unilever Chief Marketing and Communications Officer Keith Weed spoke about the need […]

IAB’s first publication on blockchain in advertising paints an optimistic pictureIAB’s first publication on blockchain in advertising paints an optimistic picture

In a sign that blockchain is picking up steam as a solution to some of digital advertising’s biggest problems, the Interactive Advertising Bureau (IAB) has released its first publication on the topic.

The white paper, “Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Uses Cases,” surveys the technology, its potential added values — including transparency, reduced fraud and increased efficiency — and looks at several use cases.

Click here to view original web page at feeds.marketingland.com

How should retailers respond to Amazon Go? 7 experts weigh inHow should retailers respond to Amazon Go? 7 experts weigh in

Last month, Amazon’s fully automated grocery and convenience store, Amazon Go, opened in Seattle to widespread coverage — and long lines of local shoppers eager to try the line-free checkout experience. Is this traditional retail’s “Uber moment?” In other words, will Amazon Go directly change or disrupt traditional retail stores or is this merely the latest development in a long-term evolution of retail shopping? I asked a range of companies and retail experts to weigh in. The question I asked was, “How can or should traditional retailers respond to Amazon Go?” Some of these experts felt that Amazon Go would be disruptive, while others counseled retailers to focus on what they do best, only do it better with data and technology. The themes that emerged from the comments below are:

  • Shoppers still like to interact with human associates in stores, but store employees need to be used more effectively and better trained.
  • Retailers need to do a better job of leveraging their own data for insights and more interesting and personalized customer experiences.
  • Retailers need to use technology more effectively across channels and to improve the in-store experience.
  • Get rid of checkout lines at all cost.

Pixability guarantees YouTube brand safety for advertisersPixability guarantees YouTube brand safety for advertisers

In response to repeated brand safety flare ups on YouTube over the past year, Pixability has launched a new solution that includes a 100 percent brand-safe spend guarantee for YouTube advertisers. The Boston-based video advertising platform for campaigns on YouTube, Facebook and Instagram says its new technology takes into account each advertiser’s unique definition of brand safety as well as more nuanced settings of campaign-specific brand appropriateness.

“The brand safety conversation has evolved significantly over the last few months, as advertisers wake up to just how individualized their approach to the issue needs to be,” said Bettina Hein, Pixability Founder and CEO.

There are two tiers of the new managed service. The higher end version, DependAbility Premium, provides access to the entire campaign placement list via Pixability’s AI technology, third-party verification of viewability and video completion measurement by Moat, and human review of placements to ensure 100 percent contextual relevancy.

Author: Digital Marketing Tactic Team

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