digitalagmedia


Google under fire as brands pull advertising and ad industry demands action
March 21, 2017, 12:37 am
Filed under: Web

I would make the argument that in our B2B world of competitor’s websites and anti-industry rhetoric, protecting brand integrity with adjacency to acceptable content is even more critical than the B2C world.

And the push back begins. Check it out……

https://www.marketingweek.com/2017/03/17/google-ad-safety/?cmpid=em~newsletter~breaking_news~n~n&utm_medium=em&utm_source=newsletter&utm_campaign=breaking_news&itx%5Bemail%5D=kelly.dundas@fbcpublishing.com&eid=3207586

I’m not inclined to agree with this statement from the above article, “However, a 100% foolproof system may not be possible.” On the contrary, there are some very effective, 100% foolproof ways to ensure web ads are only adjacent to acceptable, relevant content……just none of them are programmatic.

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Domain spoofing remains a huge threat to programmatic
March 1, 2017, 10:39 am
Filed under: Other, Social Media, Web

What’s domain spoofing and how does it mess up programmatic buying?

“The way it works is that a buyer may see the URL for reputablewebsite.com (be it CNN or Huffington Post or any number of sites out there) but, in reality, is buying from a completely unrelated site, disreputablewebsite.com.”

http://digiday.com/marketing/domain-spoofing-remains-an-ad-fraud-problem/?utm_medium=email&utm_campaign=digidaydis&utm_source=daily&email=kelly.dundas@fbcpublishing.com&utm_content=170228

This is likely the most important line from this article because I talk to a lot of advertisers who think they are protected from programmatic fraud through their white or black lists of sites. “Blacklists and whitelists….wouldn’t help because those approaches can hardly verify an impression. Since a bid request has to go through many hoops (a tag within a tag within a tag), it is difficult for even verification vendors to catch fake domains….”



If you are advertising with Google, FB or Twitter, you’ll want to hear this opinion
February 5, 2017, 10:30 pm
Filed under: Social Media

“There is no sustainable advantage in a complicated, non-transparent, inefficient and fraudulent media supply chain.”
Marc Pritchard, Procter & Gamble

https://www.marketingweek.com/2017/01/31/mark-ritson-marc-pritchard-viewability-fraud-speech/?cmpid=em%7Enewsletter%7Eweekly_news%7En%7En&utm_medium=em&utm_source=newsletter&utm_campaign=weekly_news&itx%5Bemail%5D=lynda.tityk%40fbcpublishing.com&eid=3065999&mm_5897e5c2a0080=5897e5c2a0132

Mr. Pritchard is the P&G Chief Brand Officer. He oversees the largest advertising budget in the USA at over $7 Billion USD. He didn’t just fall off a tomato truck. Worth a read. Pass it on.



Why is third-party data still often wrong?
January 5, 2017, 8:15 am
Filed under: Uncategorized

If you are buying programmatically, you’ll want to read this.  Clearly there is still a need to ensure that vendors offering programmatic targeting provide some kind of 3rd party audit statement.  Either that or, as a buyer, you need to do some random cross referencing of individuals with other vendors.  This is all assuming the programmatic service being offered is both CASL and PIPEDA compliant for the Canadian advertising, of course

http://digiday.com/agencies/data-vendors-struggle-gender/

 



Marketers vs. Agencies
March 10, 2016, 12:26 am
Filed under: Other

A short survey of projected spending intentions for 2016 by communication channel. Some striking differences between agencies and marketers. The strategy question was particularly surprising.

No differentiation was made between the B2C and B2B worlds – so apply a grain of salt to the results as they relate to our agricultural reality.

http://www.targetmarketingmag.com/article/marketers-vs-agencies/#utm_source=today-%40-target-marketing&utm_medium=newsletter&utm_campaign=2016-03-08&utm_content=marketers+vs.+agencies-5

Any hypotheses why these gaps exist? Thoughts?



Social Media Marketing, The New Toy That Could Blind Your Marketing
March 1, 2016, 9:13 am
Filed under: Social Media

It’s been a long time since I’ve posted. Very sorry. Will try to do better in the future.

Check out the analysis of social media marketing below. Ultimately the issue is the difficulty of finding a relevant audience in the B2C world.

https://www.linkedin.com/pulse/social-media-marketing-new-toy-could-blind-your-tony-mariani

I thank my lucky stars I work in the B2B world and not the B2C world. We are lucky that we have significant traffic in a very narrow vertical and therefore attracting a relevant audience is relatively easy (vs. B2C).

Ultimately with social media marketing, that’s the problem. By definition, it’s neither B2B nor B2C. With the notable exception of LinkedIn, is not BUSINESS media, it’s SOCIAL media. We aren’t there to make purchase decisions at all. We are there to be, well, social.



Marketing Advice: The Best of Denny Hatch
December 15, 2015, 5:57 pm
Filed under: Other

I always liked reading Denny Hatch’s zingers. He’s the Don Cherry of marketing & media. He doesn’t pull any punches.

http://www.targetmarketingmag.com/article/best-denny-hatch/all/

Some of his advice leans a little toward B2C but most of it is applicable to our B2B world too. He retired last year after 20+ years of writing.