Category Archives: Marketing Platforms

FLoC is off the table as Google switches to targeting by Topics

Marketing Platforms

Forget FLoC says Google, betting instead on topics of interest as a means of segmenting and targeting audiences. George Nguyen on January 25, 2022 Google will replace Federated Learning of Cohorts (FLoC) with a new interest-based targeting proposal called Topics, the company announced Tuesday. The Topics API will share a limited number of topics of … Continue reading FLoC is off the table as Google switches to targeting by Topics →

OpenAP unveils cross-platform management framework

Marketing Platforms

Open AP is piloting holistic campaign measurement across multiple linear and streaming TV channels. Kim Davis on December 9, 2021 OpenAP, the advertising platform for both linear and digital TV, today announced the launch of XPm, a cross-platform management solution powered by OpenID. XPm will support cross-screen reporting on campaigns run across multiple publishers in … Continue reading OpenAP unveils cross-platform management framework →

Email platform Litmus acquires content automation

Marketing Platforms

Picking up Kickdynamic gives Litmus content automation tools and AI-powered product recommendations. Kim Davis on November 11, 2021 Litmus, the email marketing platform which provides optimization and collaboration tools, has acquired U.K.-based Kickdynamics, an AI-powered content automation and product recommendation solution. The move will enable Litmus customers to create personalized email content at scale. The … Continue reading Email platform Litmus acquires content automation →

MOPS Rundown: What matters in Marketo and Bizible’s Q4 release

Marketing Platforms

Marketing operations agency Perkuto shares its monthly take on new features relased for Marketo and its add-on app Bizable. Alexandre Pelletier on November 5, 2021 Predictive Audiences Predictive Audiences were first offered as an add-on in 2020 including filters like Lookalike of Program Members, Likelihood to Register, Likelihood to Attend, and Likelihood to Unsubscribe. According … Continue reading MOPS Rundown: What matters in Marketo and Bizible’s Q4 release →

“But Will It Scale?”

Marketing Platforms

That question might mean many different things, but it’s a critical question businesses must ask when evaluating marketing tech. Tony Byrne on October 29, 2021 Before becoming famous for Trump lip-synching, the comedian and ex-Googler Sarah Cooper published a great book about how to sound impressive during meetings, and among the top-ten pieces of advice she doles out is to ask, … Continue reading “But Will It Scale?” →

The Real Story on MarTech: Is platforms vs. products replacing suites vs. best of breed?

Marketing Platforms

Thinking of solutions as sitting on a spectrum between platforms and products will help clarify your business and operations models. Tony Byrne on October 20, 2021 For as long as I can remember, the dichotomy of “suites vs. best of breed” has dominated marketing tech architectural decision-making considerations. You can understand why. As stacks expand … Continue reading The Real Story on MarTech: Is platforms vs. products replacing suites vs. best of breed? →

Real Story on MarTech: Avoid these five vendor selection pitfalls

Marketing Platforms

Some common mistakes made when evaluating and choosing solutions and how to avoid them. Tony Byrne on September 28, 2021 Buying marketing technology can be stressful. The impact of your choice will reverberate across your enterprise, and switching costs can become prohibitive. Yet, it can seem hard to know in advance whether you’re picking the right … Continue reading Real Story on MarTech: Avoid these five vendor selection pitfalls →

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