Author: Scott R Turner

So, you checked out your competitors’ LinkedIn and Facebook pages and noticed that your own company’s social following pales in comparison? Naturally, that might freak you out a little. But take it from someone who helps businesses maximize returns on their social media marketing investments every day: You can relax. A larger social media presence…
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AdExchanger |

Lotame has hired a new CRO as the independent, 10-year-old data management platform seeks to compete in a category increasingly dominated by marketing clouds. The company’s new revenue chief, Eric Marterella, spent the past five years leading global enterprise sales for social media marketing platform Sprinklr. His responsibilities at Lotame will include managing global client… Continue reading »

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Cision, publisher of databases for public relations and marketing communication professionals, has acquired Prime Research, a company that measures and analyzes the impact of PR and so-called “earned
media” across social, digital, print and broadcast. Terms of the deal were not disclosed, but Chicago-based Cision has more than 3,000 employees in at countries and Germany-based Prime Research has
more than 700 employees with offices in the U.S., the U.K., Brazil, China and Switzerland.

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AdExchanger |

What interested AdExchanger readers most in 2017? The most popular stories of the year show that header bidding’s evolution remained a hot topic – server-to-server integrations, in-app header bidding and supply-path optimization. But 2017 was also a year of upheaval. Fallout from Apple’s Safari changes and Google’s YouTube changes concerned many readers. And there was… Continue reading »

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For B2B marketing, 2017 was a big year, with changes happening so fast that I barely had time to binge-watch “Stranger Things.”

For those of you still reeling from all the activity this year, I thought I’d take a few minutes to recap some of the biggest headlines in B2B marketing and shine a light on how these trends will continue to develop in 2018.
ABM went mainstream
Account-Based Marketing (ABM) has been a hot topic for quite some time now, but 2017 was really the year we saw it move
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Here’s our recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web.
From MarTech Today:

Getting to know your B2B tech buyer
Dec 22, 2017 by Josh Aberant
Columnist Josh Aberant explains why marketing shorthand and personas are only a first step in building lasting B2B relationships.
The MarTech Minute: A Vatican partnership, a name change and new hires
Dec 22, 2017 by Robin Kurzer
The martech week in review: Ne
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The automaker will unveil its “Intelligent Personal Agent” during CES 2018 in Las Vegas in January. It will be demonstrated via a connected car cockpit.

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AdExchanger |

In 2017, many online publications realized that data and revenue diversification could drive success. And not being diversified enough could hurt their business. While many publishers tout their branded content businesses, programmatic provides a reliable, easily scalable revenue stream. Publishers that were programmatic holdouts, avoiding the main way advertisers do data-driven buying, course-corrected this year… Continue reading »

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“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by John Whitmore, head of data strategy at TiVo. Measuring campaigns by tying ad exposure to customer conversions, whether they be in-store purchases, car test drives or online site visits, isn’t anything new. However, turning measurement… Continue reading »

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