Marketing Day: P&G increasing ads again, AdTheorent’s new ‘cost per incremental vis

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:

1. After slashing programmatic exposure, P&G began advertising on more sites this summer Nov 2, 2017 by Ginny Marvin

Between January and August 2017, P&G ran ads on 20% fewer sites year-over-year, according to a new report.

1. AdTheorent introduces a ‘cost per incremental visit’ model for offline foot traffic Nov 2, 2017 by Greg Sterling

The company charges a negotiated flat fee for each visitor who wouldn’t have come in without the ad exposure.

1. The Google Analytics Social channel is broken: Here’s how to fix it Nov 2, 2017 by Mark Traphagen

If it seems like Google Analytics isn’t showing you all your social media traffic, it might be time to make some tweaks. Columnist Mark Traphagen explains how to customize your Social channel to ensure nothing gets missed.

1. 3 tips to consider before resending that email Nov 2, 2017 by Scott Heimes

Don’t make the mistake of resending emails to subscribers who have ignored your previous messages. Columnist Scott Heimes shares three alternatives that will help keep your recipients engaged.

1. Siri, Safari and Google Search: What does it mean for marketers? Nov 2, 2017 by Jim Yu

Columnist Jim Yu explains how Apple’s recent announcements and updates to Siri and Safari have had a major impact on the search marketing industry.

1. The SEO ‘do more with less’ cookbook Nov 2, 2017 by Bobby Lyons

How do you get the most out of your SEO program with limited resources? Columnist Bobby Lyons outlines his strategy for using analytics data to find areas of the site that, if improved, could drive additional revenue for the business.

1. The four pillars of an effective SEO strategy Nov 2, 2017 by Marcus Miller

Search engine optimization (SEO) can be complex, but columnist Marcus Miller simplifies it by breaking down its key elements into four main categories.

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

1. A startup called June20 puts iPads on rails to bring online into physical stores Nov 2, 2017 by Barry Levine

The patent-pending solution reads QR codes for products in an aisle and can transmit a URL to the customer’s phone.

1. Marketing AI: It’s time for trust and transparency Nov 2, 2017 by Matt Zilli

If marketers are going to start relying on artificial intelligence, they need to learn how to trust it. Contributor Matt Zilli discusses how transparency will help marketers understand what AI can do for them here and now.

1. Facebook’s ad revenue tops $10.1B as ad prices soar to offset supply slowdown Nov 2, 2017 by Tim Peterson

What marketers need to know from Facebook’s Q3 2017 earnings report.

Online Marketing News From Around The Web:

1. 4 tips for successful brand collaborations with YouTube creators, Think with Google

2. Ask the experts: How to track the offline impact of programmatic spend?, Econsultancy

3. Connecting Donors and Driving Change on Facebook, Facebook Media

4. Defining the Customer Journey Is Top Barrier to Effective Marketing Attribution, eMarketer

5. Facebook’s business is booming, but preventing abuse will cut profits, The Verge

6. Here’s how Russia targeted its fake Facebook ads and how those ads performed, TechCrunch

7. Only 58% of retailers invest in tech to handle holiday sales spikes, Retail Dive

8. Send holiday emails readers can’t wait to open, VerticalResponse

9. Social Media Powered by AI Is Here, Convince and Convert

10. Using Data to Reach Consumers in Their Daily Lives, MarTech Advisor