News and Analysis
GumGum Partners with Xandr on Transparent Ad Solution
With growing demand for cookieless targeting solutions, the contextual-first global digital advertising platform GumGum announced a partnership with Xandr on an accredited cookieless solution for advertisers. Xandr now becomes the first major DSP to offer GumGum’s contextual intelligence technology, Verity, to allow brands to ensure their ads are placed in contextually relevant environments.
How Local Human-Driven Outreach is Helping Multi-Location Restaurants Grow Sales
Seeing first-hand the challenges that restaurants are facing as the founder and CEO of the digital marketing startup Field Day, Alex Nocifera recently rolled out a local subscription service that uses human-to-human connections to help restaurant brands manage local sales opportunities for catering. The program is primarily aimed at local franchise operators, offering last-mile marketing outreach to drive demand.
5 Voice Marketing Platforms for Brands
More than 33 million consumers in the U.S. are expected to shop using a smart speaker in 2022, and 51% of online shoppers now use voice assistants to research products before they buy. With more consumers relying on Amazon’s Alexa, Google Assistant, and Apple’s Siri to search for local products and services, brands are looking at how to incorporate voice into their existing marketing strategies.
Commentary
Carriers, It’s Time to Weld the Lid Shut on Customers’ Data
Personalization and privacy seem inherently at odds. After all, media companies such as Facebook act like vacuum hoses for data – collecting much more than they need. That’s problematic in a world where data breaches dominate headlines nearly every week. However, where Facebook and others go low, mobile carriers can go high. In fact, mobile carriers that aim to be media companies have a huge opportunity to respect privacy while providing great personalization in their original content.
So, how can carriers take this high road — that is, deliver personalized content experiences without storing consumers’ personal information? By focusing on the device itself – leveraging local storage and client-side execution (rather than requiring server interaction) to help carriers deliver a personalized experience that is incredibly safe. This allows carriers to implement the industry-changing trend of device-centric discovery (DCD), which makes it easy for subscribers to find news/sports/entertainment/games without having to wade through multiple apps and searches. With DCD, carriers can create personalized content experiences that don’t expose subscribers’ personal data to external privacy risks, and in the process, become mobile media leaders.
LBMA Vidcast: PayPal to Acquire Honey; Apple Teams with PlayNetwork
On this week’s Location-Based Marketing Association podcast: Mobivity launching omnichannel offer platform with Subway, Apple teaming with PlayNetwork for retail music, PayPal to acquire Honey for $4B, Tesco’s One Stop launches AR game, JCPenney opening new store with barbershop and styling, and CVS + Weather Channel team-up on AI flu predictions.
5 Pointers for Driving Performance with Brand-to-Brand Partnerships
Leading brands are realizing that it is no longer sustainable to rely on the old paradigm of large, brand-to-brand collaborations. To elevate their business and up their partnerships game, brands need to expand their understanding of who a partner is, how more relationships can be managed efficiently at scale, and why performance-based compensation is the future of partner marketing.
Here are five pointers brands need to consider when looking to grow through mutually beneficial brand partnerships.
Latest Posts
Cheetah Digital Acquires Stellar Loyalty
The acquisition combines a comprehensive suite of digital marketing tools from Cheetah Digital with the loyalty expertise and huge repository of data commanded by Stellar, according to the release, allowing the pair to provide brands with a more powerful, all-in-one B2C marketing platform.
Google Updates Search to Recommend Local Events Based on User Interests
Google is bringing the personalization zeitgeist to local event recommendations. The company reported on its blog Thursday that it is releasing a series of new features that will make it easier for users to find essential information about events of interest to them right on search engine result pages.
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