How tech decisions impact data-driven marketing – and help win market share

While data and technology are two given tools in every modern marketer's arsenal, the challenge of how to manage all of that data persists.

By David Kirkpatrick • Feb. 2, 2016

Mobiquity and Screenvision are bringing beacons to theaters

The proposed rollout of iBeacons would turn the multiplex theaters into mobile ad and data networks, reaching 300 theater venues and almost 2,500 screens.

By David Kirkpatrick • Feb. 1, 2016

Explore the Trendline➔

Multichannel Optimization

There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.

By Marketing Dive staff

Versium released a predictive marketing platform to spur conversions

Versium’s new predictive marketing platform is called LifeData Predictive Lead Score and is designed to boost conversion rates.

By David Kirkpatrick • Jan. 28, 2016

AOL 'One' joins six technologies into a single platform

AOL took six technologies with a total client base of 75,000 publishers and turned them into a single platform called One by AOL: Publishers.

By David Kirkpatrick • Jan. 26, 2016

AppNexus' new tool is its version of mobile header bidding

PriceCheck, the latest tool from AppNexus, allows for mobile header bidding via an API rather than through a software development kit.

By David Kirkpatrick • Jan. 26, 2016

IAB chief: Ad blocking is at war with freedom of expression

The Interactive Advertising Bureau's president told the 2016 IAB Annual Leadership Meeting that the "true face of ad blocking" is "self-proclaimed libertarians whose liberty involves denying freedom to everyone else.”

By David Kirkpatrick • Jan. 26, 2016

Unmetric Track lets brands keep tabs on competitors' social campaigns

Unmetric has released a new web app called Unmetric Track, which gives marketers the ability to keep up with brand competitors’ social media marketing.

By David Kirkpatrick • Jan. 26, 2016

Marketers agree, programmatic is on the rise: Study

Research from AdRoll found 98% of marketers expect programmatic budgets to increase or stay the same this year.

By David Kirkpatrick • Jan. 22, 2016

AOL partners with Taboola with reported plans for an equity stake

Through a new partnership, Taboola will distribute content recommendations across AOL properties and it’s expected that AOL will also make an investment in the company, according to a Wall Street Journal report.

By David Kirkpatrick • Jan. 21, 2016

Predictive analytics drives almost 3 times B2B revenue growth: Study

Forrester Consulting and EverString teamed up for a report on predictive analytics in B2B marketing and found the tactic improved performance as well as gave marketers more integral roles within their organizations.

By David Kirkpatrick • Jan. 20, 2016

How technology got Marketing and Sales into alignment

Sales and Marketing alignment, though a high-level objective, it serves to improve corporate revenue and culture. Technology has become the impetus to make that goal a reality.

By David Kirkpatrick • Jan. 20, 2016

Adobe is giving marketers history-aware retargeting

At the National Retail Federation’s annual convention, Adobe announced new features for its marketing cloud including behavioral retargeting.

By David Kirkpatrick • Jan. 20, 2016

Report: 47% of Americans will share data for discounts, but 32% won't

Far fewer approve of retailers’ sharing their information with third parties, and some privacy experts say many marketers aren't being transparent.

By Daphne Howland • Jan. 20, 2016

Limelight Platform snags $3M in seed funding for US launch

Toronto-based live marketing cloud company Limelight is set to launch in the U.S. after a $3.1 million round of seed funding.

By David Kirkpatrick • Jan. 19, 2016

Intuit is selling Demandforce to Internet Brands

Just four years after buying Demandforce for $424 million, Intuit is selling the online marketing and communication software company to Internet Brands.

By David Kirkpatrick • Jan. 19, 2016

Apple is shuttering iAd App Network at the end of June

Apple is no longer accepting new apps into the iAd App Network, but campaigns will run through June 30, earning revenue for current apps in the network.

By David Kirkpatrick • Jan. 19, 2016

Critics, Media Ratings Council at odds over solution to invalid ad traffic

The MRC released guidelines in October that split invalid ad traffic into two categories – general and sophisticated – but some ad tech firms are pushing back on the reporting requirements.

By David Kirkpatrick • Jan. 15, 2016

MediaMath's new Helix unit adds first-party data to its platform

The business unit has first-party data from about 300 companies, including about a third of the top 100 U.S. retailers.

By David Kirkpatrick • Jan. 15, 2016

Apple reportedly to drop its iAd advertising sales business

Six years after launching iAd, Apple is dropping the ad sales portion of the business in favor of an automated platform.

By David Kirkpatrick • Jan. 14, 2016

With LiveRail changes, Facebook puts priority on native and video

As Facebook's Audience Network hits its stride, with $250 million in ad spending in Q4 2015, the social titan announced its LiveRail ad server business will enter into a new phase of development.

By David Kirkpatrick • Jan. 8, 2016

Zynga is partnering with Rubicon Project for programmatic ad sales

Through the exclusive deal with Rubicon Project, Zynga will offer all of its direct-sold inventory programmatically.

By David Kirkpatrick • Jan. 7, 2016

Snapchat is creating an API for its ad partners

Snapchat’s soon-to-be API will make it easier to buy ads with more frequency and precision.

By David Kirkpatrick • Jan. 6, 2016

Ad tech firms scaled back hiring in Q4 2015

What's more, ad tech firms haven’t lived up to the growth desired by investors and many remain unprofitable.

By David Kirkpatrick • Jan. 5, 2016

Buying programmatic display tops US media buyers' lists

Programmatic buying is moving into rich media, video in-stream and even TV, but display and buying across channels are still top factors for U.S. media buyers.

By David Kirkpatrick • Jan. 5, 2016

5 stories from 2015 that captured marketing's attention

From social media companies making a splash to major marketing technology, here's a recap of some of the biggest stories from 2015.

By David Kirkpatrick • Jan. 5, 2016