Machine Learning is the technology under the hood of many if not all marketing and advertising technology platforms today. It’s signature is the use of a, typically custom-built, algorithm that processes huge amounts of data continuously to deliver back new results in real-time, allowing us to learn from things that happen, preferences, and actions, in a faster way than ever before possible.
Did you know that 43% of marketers claim that their biggest business challenge is proving the ROI of their marketing activities? As digital channels and tools for marketing and advertising become more robust and the amount of accessible data increases year over year, it has become harder for marketers to get a clear picture of where all of their clicks, views and shares are coming from, and what path a customer is taking that leads them to purchase. While 72% of consumers are looking for marketers to take an integrated approach and provide them with consistent messaging across channels, determining what marketing content to present along the path to purchase and the value of the investment that should be made per channel requires some thinking on the topic of marketing attribution.
Advertising technology (Ad Tech) and marketing technology (Mar Tech) are instrumental tools in the kit of any digital marketer, and as our ability to collect and make use of customer data increases and the preference of audiences for 1-to-1 conversations with brands grows, the importance of understanding the intersection of the technologies and how they can work together becomes increasingly important.
We recently introduced a new version of our programmatic marketing platform. The new version boasts an ultra-intuitive user interface to make programmatic marketing accessible to marketers of all skill levels. Our partners have been excited to see things like easier creation and management of campaigns, which we hope are the kind of improvements that will make our self-serve platform just as accessible to marketers who are new to programmatic as it is to veterans.
In an age where social media applications provide an ideal platform for all demographics to share and discuss interests, and even shop their favourite products, why have marketers not been able to leverage this data for targeting purposes?
Early in 2016 our fearless leader Tal Hayek set the stage for AcuityAds’ trajectory to growth. A key element in this plan was going to be strategic acquisitions that complimented our Ultra-Intuitive, Self-Serve programmatic platform to fulfill the most demanding marketers’ needs for their digital advertising initiatives.
We are more than thrilled to be participating in the upcoming Mobile World Congress in beautiful Barcelona. While we’re definitely excited for the Spanish cuisine and amazing architecture we are mostly looking forward to the opportunities this leading technology conference presents.
The data gap is a critical hindrance to transparency in the digital advertising industry, as evidenced by the ANA’s survey of both agencies and advertisers. Bringing these questions to the table in an open agency-advertiser-technology vendor discussion is the first step towards a remedy.
Acuity is excited to offer you five simple steps to succeed with your digital marketing efforts this holiday season. Take a look and make sure you are prepared for this lucrative time of year.
Today, most programmatic marketing platforms offer two levels of service, full-serve or self-serve. These options are quite distinct: under full-serve, the DSP manages the brand campaigns entirely, while with self-serve, a brand or agency is given the keys to the car and left to drive it on their own.
