Barry Levine says, “Palo Alto, California-based Branch makes its living with deep links, which directly lead a user to specific screens in apps from web pages, web ads, emails, other apps and other sources. Unlike the web, there is no universally available linking format in apps that everyone supports. Today, Branch is branching out (sorry) to offer Deep Linked Feeds for Dynamic Ads. If you look at a web page for red sneakers on a mobile website, for instance, dynamic remarketing ads for red sneakers can follow you on other web pages or on apps that you visit. They’re dynamic because they... [...]

Barry Levine says, “If you’ve noticed that more and more billboards have essentially become giant TV screens, then you’re watching the out-of-home (OOH) industry slowly grow into something resembling the online ad industry. This week, a Santa Monica, California-based startup called AdQuick launched its first product, a platform that is designed to manage the OOH ecosystem — including screens in bus shelters or displays on the sides of buildings, as well as billboards. But the industry still has a ways to go. Founder and CEO Matthew O’Connor told me that well over 90 percent of OOH... [...]

Barry Levine says, “Marketers just want their content and related promotion to get into the right channels, but vendors are focused on their channel-specific tools. This week, email service provider PostUp is reaching out to other channels, with its launch of the Continuum Digital Publishing Suite. As the company’s updated platform, the Suite now allows marketers to send push notifications to email subscribers who have offered their phone numbers or have linked up their mobile device ID. There is also RSS integration with WordPress and potentially other content management systems, so that... [...]

Barry Levine says, ““Campaigns of one” are a common refrain today among digital marketers, replacing mass market campaigns with highly pinpointed orchestrations of content, offers, ads and more directed at individuals. But that pinpoint keeps getting sharper and sharper, driven by a massive influx of new types of data and by increasingly intelligent platforms. At some point, do we reach over-personalization, when the messaging has crossed the line into creepy? And, if so, is there a way to deal with it at scale? There are signs everywhere that over-personalization is approaching. For... [...]

Barry Levine says, “The growing availability of artificial intelligence-as-a-service took another step forward this week, as Google announced an expansion of its cloud-based machine learning services. The tech giant is setting up a Cloud Machine Learning group focused on delivering solutions to businesses, there’s a new Machine Learning API to help people find jobs, there are new features in existing machine learning-based APIs (Translation, Vision, and Natural Language), and there will be more choices for setting up dedicated hardware in Google’s cloud computing infrastructure. Since... [...]

Alex Bornyakov says, “With video expected to feature in 80 percent of consumer internet traffic by 2019, it’s no wonder traditional advertising budgets are being re-prioritized to reflect this. And as the digital video advertising market continues to expand — with double-digit growth expected annually until 2020 — programmatic video has immense potential. The benefit of programmatic video over traditional video ad buying is how it leverages real-time data to get the right video ad in front of the right consumer, at the right time and in the right place. But despite the bright prognosis,... [...]

Andrew Ruegger says, “What is the future of paid search buying? Will the search engines or bid management platforms release an innovation that transforms how we buy? Will a new player emerge and totally revolutionize the search industry? When we look at the most sophisticated ways to buy, we’ll find some clues about what the future holds. Technically savvy search marketers can be innovative with campaigns above and beyond what bid management platforms (BMPs) provide. They can expertly work in between the BMPs and UIs, using advanced practices such as AdWords scripting. This is great, and... [...]

Carl Erik Kjærsgaard says, “There’s a reason transparency is such an important topic of discussion throughout the industry. In June, the Association of National Advertisers (ANA) published a bombshell of a report revealing that executives were aware of — and sometimes mandated — extensive use of nontransparent practices like rebates and kickbacks. As a direct response to the report, JPMorgan Chase sent shockwaves throughout the industry when it became the first big brand to hire a team of auditors to examine its media agency. Ultimately, Chase wanted to ensure “that they are getting... [...]

Brad Bender says, “Readers of Marketing Land are surely aware of the opportunity with programmatic advertising, whether from the excellent MarTech Landscape Series or your years of experience. The benefits of programmatic are clear: Using data and technology increases efficiency and improves campaign performance. The next big question, though, is how to actually do it. When you’re ready to commit to programmatic advertising, what platform should you use? This is a conversation I’ve had countless times in my role at Google. It’s a conversation I’ve had so often, in fact, that I’ve... [...]

Scott Vaughan says, “Over the past several years, B2B CMOs have been earning a seat at the executive table by demonstrating their ability to contribute to revenue and company growth, largely via demand marketing. B2B marketing teams are using data, technology and content to discover, engage, nurture, create and delight customers. What once was a unique and competitive differentiation is now mainstream. The modern demand marketing approach is widely available and used by many B2B marketers. Everybody has the same basic playbook. While the role of brand has never gone away, its importance... [...]