Apr 12, 20175 min read

Marketing Day: Link building, Snapchat analytics & Virool’s Vertical Video Exchange

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:

Where does your programmatic spend go? Apr 12, 2017 by Grace Kaye

Unsure about how your programmatic spending is being converted into media inventory? Columnist Grace Kaye breaks down the costs of a typical programmatic campaign so that you don’t have to be left in the dark.

The Secret to Driving Facebook and Display Ad ROI Apr 12, 2017 by Digital Marketing Depot Digital ad spend is now being evaluated and optimized on the basis of online-to-offline impact. And in today’s smartphone world, that means phone calls. Join digital advertising and call conversion experts from Brandmuscle and DialogTech to learn proven strategies that will improve ROI and help you acquire more customers from Facebook and display.
Link building: Preliminary research and analysis Apr 12, 2017 by Andrew Dennis Columnist Andrew Dennis outlines the research necessary to provide a solid foundation for your link-building strategy.
Snapchat will tell brands how many people saw their ads, then visited their stores, restaurants Apr 12, 2017 by Tim Peterson Snapchat is measuring how many visitors its ads send brick-and-mortar locations and giving brands new ways to drive that foot traffic from the app.
Virool’s new Vertical Video Exchange opens vertical video ad inventory to over 150 DSPs Apr 12, 2017 by Ginny Marvin The exchange aims to expand programmatic access to mobile video inventory beyond Snapchat and Facebook.
Is Google really keeping fake listings off Google Maps? Apr 12, 2017 by Joy Hawkins A recent study released by Google claims that fewer than 0.5% of local searches lead to fake listings. But is this number misleading? Columnist and local search expert Joy Hawkins takes a deep dive.
Just released: 2017 Local Search Ranking Factors survey results Apr 12, 2017 by Matt McGee After taking a year off, latest version of survey again features educated opinions from almost 40 local search experts.
Cost-per-visit ad models, offline verification set to shake up online advertising Apr 12, 2017 by Greg Sterling Placed CEO David Shim says demand for offline attribution at a tipping point.
Innovid teams with Tapad to target video ads at users across devices Apr 12, 2017 by Barry Levine This is the first time Innovid can follow an individual from device to device, and the first partnership by Tapad with a global ad provider.
The first Forrester Wave on Digital Intelligence tools tackles customer interaction Apr 12, 2017 by Barry Levine Adobe reigns above the others, but no tool covers all 15 capabilities — yet.
5 pragmatic — and powerful — places to improve CX right now Apr 12, 2017 by Brent Sleeper When it comes to making a big impact on the customer experience, the 80/20 rule has never been truer. So pick the right battles and get started, advises contributor Brent Sleeper.
Attend MarTech for vendor-agnostic, graduate-level marketing, technology & management insights Apr 11, 2017 by Marketing Land MarTech is different in a couple of key ways that make it a must-attend experience for marketing leaders. MarTech is independent and not owned by a vendor. We don’t have axes to grind (or sales targets to meet) when it comes to any technology or platform.