Performance Marketing Review: Ad Tech Partnerships.

May 5, 2017
Share on facebook
Share on twitter
Share on linkedin
Share on email

Men Shaking Hands

Happy Friday, marketers! To close out the week, we’d like to share some recent and noteworthy items in the digital marketing world.

P&G Shakes Up Tech Providers Behind Global Programmatic Buying

As reported yesterday in AdAgeProcter & Gamble, the world’s biggest advertiser, is breaking up duties for its seven-year-old Hawkeye programmatic digital-media-buying operation as it looks to save at least $1 billion annually on media spending and $500 million more from agency and production fees globally over five years. 

The changes to P&G’s programmatic buying operation include parting ways with the original tech provider, AudienceScience, in favor of different providers in various parts of the world such as Neustar and The Trade Desk.

Consorting with the Frenemy: Ad Tech Players Partner For Shared Identity Matching

Seven independent ad tech companies debuted a programmatic consortium on Thursday that pools their supply- and demand-side cookie IDs into one shared identity asset. The consortium is helmed by AppNexus, MediaMath and LiveRamp, which provides the data matching. Other launch partners include Index Exchange, Rocket Fuel, LiveIntent and OpenX. According to AdExchanger, it’s a shot across the bow of Facebook and Google, which suck in a majority of digital ad dollars. 

“The big giants have had an advantage over the open internet in that they have their own deterministic identities for users that allows more precise targeting and cross-device matching,” said AppNexus product VP Patrick McCarthy.

Social Commerce Hasn’t Quite Taken Off in the Way it Was Predicted To

According to eConsultancy, while 52% of marketers said it would be the most prominent trend of 2016, you could argue that live video or influencer marketing ended up stealing its thunder. It seems that despite mobile commerce rising in popularity – and with one in four users trying to purchase a product on social last year – many brands have struggled to find the right balance between social media and ecommerce. 

In fact, a recent survey suggests that 45% of adults have no current interest in clicking on a ‘buy now’ button, while a further quarter don’t even know the technology exists. Meanwhile, many brands are scaling back on chatbots after Facebook reported a failure rate of 70%.

Director of Sales Operations

15

SVP and Head of Partnerships

23

Director of US Integrations in Customer Success AMR

104

Director of Partner Growth

217

Vice President Of Operations in Strategic Technology

28

Head of Affiliate, Student Beans

734

Marketing Specialist

732

Product Marketing Manager

741

Director of Marketing

6

Partner Marketing Manager

17

Customer Success Manager in Customer Success APAC Singapore

731

Marketing Director - Americas

7

Customer Success Manager

739

Customer Success Manager APAC

19

Director Of Partnerships

22

Partnership Director APAC

21

Customer Success Director EMEA

32

Client Services Manager

24

CEO and co-founder

8

Chief Product Officer

276

Senior Product Marketing Manager

103

Director of Marketing Strategy & Operations

4

Marketing Manager Americas

30

Head of Finance Operations

27

Principal Integration Engineer

25

Enterprise Sales Executive

26

Marketing Manager

18

Senior Channel Partnerships Manager

20

APAC Marketing Director

9

Customer Success Manager APAC

738

VP Revenue in Sales EMEA

275

Head of Deployment

5

Head of Client Services & Integrations for APAC

16

Marketing Coordinator APAC

14

Subscribe to our blog