Marketing Day: Digitally native vertical brands, multi-touch attribution, Optimove adds new features

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

The digital natives are restless Jan 28, 2019 by Lewis Gersh Columnist Lewis Gersh looks at the innovative ways digitally native vertical brands are creating “tactile extensions” to further their reach.
MarTech Today Research: A marketer’s guide to enterprise SEO platforms Jan 25, 2019 by Amy Gesenhues The report offers an in-depth review of the market, tips on the buying process and 18 vendor profiles.
Assessing Multi-Touch Attribution’s value: Is it worth the effort? Jan 25, 2019 by Barry Levine While MTA helps marketers assess the impact of individual steps in increasingly complicated customer journeys, some marketers are brewing their own solutions to avoid MTA’s complexity.
CDP Optimove adds ability to test campaign strategies Jan 25, 2019 by Barry Levine Its new Streams feature lets marketers test the incremental effect of one series of multi-channel campaigns — an entire strategy — against another, with automated optimization.

OpenX becomes first major ad exchange to operate completely in the cloud Jan 28, 2019 by Barry Levine OpenX strikes a $110 million partnership with Google so it can shift its resources toward people-based marketing.