Nov 9, 20182 min read

Marketing Day: Holiday ad spend for top retailers, ad pricing transparency, more

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:

Hooked on a feeling: The forgotten factor in online advertising Nov 9, 2018 by Jacqui Wallis We’re stuck using outmoded concepts such as segmentation and demographic groups, when what marketers should be seeking is a prospect’s mood or mindset.
Top retailers spent majority of 2017 holiday ad budgets on TV, investing only 6% on Facebook ads Nov 9, 2018 by Amy Gesenhues On average, 62% of 2017 holiday ad budgets from the top ten retailers went to TV ads.
Webinar: Google and Salesforce integration–how the two technologies fit together Nov 9, 2018 by Digital Marketing Depot The new Salesforce and Google Analytics 360 integration is enabling next-level understanding of the customer experience — from the earliest touchpoints right through to purchase — by combining Salesforce customer data with Google Analytics 360 online data.
Is your DevOps team allergic to marketing? Nov 9, 2018 by Ben Gibson Communicating with developers in a smart and impactful way to gain their loyalty is critical for digital marketers.
Viant’s Adelphic acts to solve ad pricing transparency by offering ‘all-you-can-eat’ monthly subscription Nov 8, 2018 by Barry Levine The DSP says it is the first to offer a software-as-a-service fee, as well as direct payments by the advertiser to vendors like data management platforms.

TAG-certified ad channels shown to reduce invalid traffic by more than 80 percent, again Nov 9, 2018 by Barry Levine The second annual report on the efforts by this anti-fraud industry group finds that agencies, ad platforms and publishers following its guidelines reduced this fraud to under two percent.
Step up your multichannel marketing game Nov 9, 2018 by Digital Marketing Depot Join our experts from Epsilon as we share four critical steps to improve multichannel marketing execution. From CRMs to CDPs, we’ll explain the differences between technologies, discuss the use cases for each and offer tips for optimization.