Marketing Day: YouTube drops paywall, Twitter’s #BrandBowl53, revised ads.txt for apps

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:

YouTube drops paywall from some Originals, explores advertising Dec 3, 2018 by Robin Kurzer The details are still in the works, but some programs will become ad-supported.
4 strategies to drive growth in 2019 with voice and the call channel Dec 3, 2018 by Digital Marketing Depot As expectations and challenges continue to mount, many CMOs today feel under siege. CMOs are expected to drive sales, be accountable for ROI, and own the entire customer experience, all while being hamstrung by limited resources and incomplete, siloed data.
Twitter’s #BrandBowl53 slated for Super Bowl LIII, gives marketers something to compete for Dec 3, 2018 by Amy Gesenhues All advertisers are eligible to take part in Twitter’s Super Bowl competition for brands during the big game.
IAB Tech Lab issues revised ads.txt for apps Nov 30, 2018 by Barry Levine The spec for app-ads.txt brings ad inventory verification to apps.

Compare 22 top customer data platform vendors Dec 3, 2018 by Digital Marketing Depot Marketing executives today are in charge of dozens of martech applications to manage, analyze and act on a growing volume of first-party customer data. But instead of increasing efficiency, the emerging martech ecosystem has created problems with data redundancy, accuracy and integration.
Dangerous misconceptions about data breaches Dec 3, 2018 by Marty Greenlow Not all breaches are the same, nor always a failure of company processes, but executives need to take steps to ensure the long-term security of their marketing data.