News and Analysis
What Is Person-Based Advertising?
Account-based marketing promised to take marketing to a new level of granularity. Instead of targeting entire companies, marketers would be able to connect with the specific accounts within enterprises that could lead to conversions.
But Influ2 reckons that ABM doesn’t offer B2B marketers enough granularity. As a result, it is pioneering person-based advertising in the B2B space, bringing the personalization of consumer marketing to the B2B setting.
Airkit Raises $40 Million to Fuel the Future of CX
Just this morning, the low-code digital customer experience platform Airkit announced a $40 million round of Series B funding, led by EQT Ventures. The Series B will be used to accelerate the company’s investments in go-to-market and product development. The announcement comes just seven months after Airkit came out of stealth with a $28 million Series A.
Commentary
Building the Location Layer: A Conversation with Foursquare
Last week, location technology company Foursquare announced its new Pinpoint audience segments product. Building from its large corpus of data on places, spatial movements and behavioral patterns, Pinpoint represents the latest in Foursquare’s evolution as the “location layer,” for the internet. We got the chance to sit down with Foursquare CEO Jeff Glueck in San Francisco to find out more. Here is the full interview.
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Street Fight Daily: Instagram Video Engagement on Steep Rise, Smartphones Drive Web Traffic
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Engagement with Instagram Videos Is Surging… Advertisers, Take Note: Smartphones Are Driving All Web Traffic Growth… Google Changes AdWords Guidelines in Response to Apple’s Intelligent Tracking…
Placed Analysis Uncovers Location Data Biases
According to a new report released by the location-driven insights firm Placed, accuracy has fallen by the wayside in the rapidly expanding location-based advertising industry, which is estimated to reach nearly $30 billion by 2020. Placed’s analysis found that just 1% of locations are accurate enough to identify a store visit.
‘Media-Nxt’: How Local News Can Finally Enter Its Digital 21st Century
The newly published report “Media-Nxt” wants to help the local news industry not only to know what it should do, but also actually start doing it. Its main authors are the students of Sean Branagan. In this Q & A, he explains why new technology is so hard for the local news industry to adopt – but why it should and must take the leap.
Attribution and Measurement are Creating a Data Management Arms Race
“When you look at the shifts taking place in the ecosystem, there’s such a focus on data for so many smart reasons from a marketer’s perspective,” says NinthDecimal CEO David Staas. “They really want to be able to better understand their customers, and one of the biggest problems is filling in that blind spot in customer intelligence.”
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AI Is Breaking Down Data Silos — Without Breaking Privacy