Performance Marketing Review: MarTech Receives $5.05 B in Q2 Funding

Jul 25, 2016
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Coins Stacked

Happy Monday Marketers! For today’s roundup of performance marketing and digital marketing industry news, reports and insights, we found a few items from around the web to get your week started.

Enjoy!

What the Hell is a Chief Product Officer Anyway?

“‘Advertising is a product, not a service.’ The first time I saw that line, it stopped me in my tracks. It was the opposite of much of what I’d been told, but it conveyed a pride and focus I admired.” This weekend in AdAge, John Shaw, CPO, Brand Union, explains how his role aims to address the needs of an evolving industry whose work for clients no longer falls into neat, distinct categories. Shaw argues that thinking about advertising as a product allows Brand Union to focus on the quality of what the company sells—whether that is strategic, creative, technological, or some combination of the three.

MarTech Investscape Q2 2016: An Unprecedented $5.05 Billion in Funding

As reported in MarTech Advisor, MarTech experienced an unprecedented level of venture capital funding and multi-billion dollar acquisitions this quarter, showing the strength of the fundamental drivers for continued fundraising and consolidation in the sector. Performance Horizon, which raised $15.4 million in a Series C Funding Round last quarter to accelerate global growth, was given honorable mention in MarTech Advisor’s Q2 Investscape listings. Internet and Infrastructure came out on top as the most heavily invested categories at $2052 million and $1325.8 million, respectively. However, in keeping with general MarTech trend, the number of companies that received funding continued to be the highest in Experiences (64), followed by Operations (28) with startups in these categories being the most popular for investors.

Should The US Government Intervene to Solve Digital’s Fraud Problem?

According to the latest estimates by the ANA, ad fraud costs marketers $7.2 billion annually. In an AdExchanger column, Jay Friedman, chief operating officer at Goodway Group, debates whether or not the US Government should pass legislation to take action on ad fraud. Ultimately, Friedman places the onus on SSPs (Supply-Side Platforms), asserting that “If an SSP doesn’t look carefully at the publishers it signs up and fraud occurs, it is responsible for facilitating fraud and stealing marketers’ money.” But, he’s also quick to note that “complying with legislation has its own costs that are ultimately passed on to the buyer.”

Why Consumers Use Ad Blockers and What Motivates them Not To

A recent report by Omnicom Media Group (OMG) found that many ad-blocking users don’t dislike all advertising—mostly just popup ads. According to a MediaPost article detailing the report, 44% of those polled associate ad blocking primarily with blocking pop-up advertising. Brands should take this into consideration and remember that a good user experience goes a long way when it comes to advertising, especially as the number of people who have ad blockers installed continues to increase. Currently, an estimated 45 million people use ad blockers, up 45% in 2015. This number is expected to reach 63 million by the end of the year and 77 million in 2017. 

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

CMO, RevLifter

2

Partnership Director APAC

21

Customer Success Director EMEA

32

Client Services Manager

24

CEO and co-founder

8

Chief Product Officer

276

Senior Vice President, Marketing

735

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

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