Google's Matt Brocklehurst discusses pushing the company's Programmatic Guaranteed program in India, why programmatic can actually increase transparency and how that's winning over advertisers. "The move to Programmatic Guaranteed has helped both agencies and publishers in terms of achieving transparency as they now have one single report for both side[s] to see in real time," he says.
Google searches for the term "GDPR," the acronym for the EU's General Data Protection Regulation, increased from 22,200 in April 2017 to 201,000 in March 2018, per Google Trends. As marketers are searching more for information about how to comply, consultancies including IBM and Adobe have been driving up related keywords costs as they purchase search terms.
Google is recruiting major carriers globally in a bid to replace SMS on Android devices with something the company calls Chat, writes Dieter Bohn. The aim is to improve the current texting experience on Android and provide something more like the simplicity of iMessage on iPhones.
Barclays is leveraging consumer data to provide more personalized experiences as it stakes its claim in the mobile banking ecosystem. Machine learning technology that analyzes natural-language processing is used to better understand complaints is one initiative, said Mona Jantzi, managing director of strategic analytics and customer experience at Barclays.
Digital advertisers will be able to track the influence of their offers-driven campaigns to eventual offline purchases using the new Ad2Offer platform from digital media company Catalina. The platform focuses on consumers who don't habitually seek out offers but will use those that come to them.
Marketing professionals are in nearly unanimous agreement that customer experience is vital, according to a study by Winterberry Group. Many cite difficulties in achieving the degree of personalization they would like, however, including problems achieving cross-channel identification and a persistent presence.
Gil Eyal, the CEO of the influencer marketing platform Hypr, writes that Generation Z will make up 40% of consumers in 2020 -- and that they hate ads, but trust influencers. Looking at companies including Maybelline, Starbucks and FIFA, Eyal recounts successful attempts to humanize brand marketing.
Authentic Brands Group launched its own in-house influencer platform in February to help organize, vet and pay influencers. ABG's team has used the platform it calls Winston for campaigns for Juicy Couture, Tretorn, Airwalk and Aeropostale.
A California Senate committee has approved a strict bill on net neutrality, marking a big advance for the legislation and a setback for opponents, including AT&T. The bill would reproduce net neutrality rules abandoned at the federal level and would bar paid data-cap exemptions.