Performance marketing
MarTech is your source for performance marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Tapad seeks to make cookieless IDs interoperable
Switchboard is not a new ID solution. It's an attempt to make different ID solutions play nice together.
Does Google’s FLoC alternative to third-party cookies make sense?
If the battery of addressability alternatives becomes too confusing, will contextual advertising resurge?
Australia’s showdown with Google has implications for domestic businesses
The proposed legislation could also create an untenable position for search engines in Australia.
Please don’t fill new channels with bad creative
TechStyle Fashion Group’s pandemic pivot might be considered rare in a world when marketers say most ads are lackluster and repetitive.
Google may not display Web Stories that are teasers
Google said its users want to see the full story and not have to click through to see more.
Episerver rebrands as Optimizely
The digital experience vendor takes on the name of one its recent acquisitions.
What is broken that a CDP will fix?
What functionality would a CDP replace in your marketing stack?
LinkedIn launches LinkedIn Marketing Labs on-demand courses for advertisers
LinkedIn launched Marketing Labs video course to teach advertisers how to succeed on the platform.
3 critical PPC lessons from 2020 for a brilliant 2021
With the right tools, PPC pros can set the strategy for automations to follow when unexpected shifts happen.
Google pauses all political ads through inauguration
Amidst the volatile US political climate, Google has banned all ads mentioning political topics until after the inauguration.
Yelp launches “health and safety measures” community feedback feature
Yelp launches new rating feature for community to leave feedback on local business social distancing and mask compliance.
Virtual events platform Hopin acquires Streamyard
Expect consolidation in the virtual event space in 2021.
Facebook blocks Trump for remainder of term while Twitter sets temporary ban
Numerous advertisers have paused their social media campaigns over yesterday's events at the Capitol.
What B2B marketers can look forward to in 2021
B2B marketers will become growth drivers, and will own the all-important digital journey.
Search Engine Land, SMX name Carolyn Lyden content lead
Our sister website is proud to announce new leadership.
2021 resolutions: 5 tips for your Google Ads campaigns
What if your 2021 resolution was to stop wasting your Google Ads budget and start improving the profitability of your campaigns?
SEO year in review 2020: COVID forces platforms to adapt their local and ecommerce offerings, and more
Even a pandemic couldn’t slow down developments in the search industry. Here’s our recap of the year’s most important stories and news.
ABM: Back to basics
The current business environment underlines the importance of targeting the right accounts at the right time, and in the right way.
Marketing the COVID vaccine faces familiar challenges
Selling the COVID vaccine will require personalized and empathetic messaging.
Technology saving retail businesses from going under
Retailers need to up their game to thrive in today's environment. Here's how to apply technology to better serve customers' needs.
Google accused of colluding with Facebook and abusing monopoly power in new lawsuit
The lawsuit, filed by 10 state attorneys general, claims that Google made a deal with Facebook to curtail header bidding so that it could continue to dominate the online ad space.
What would it take for new search engines to succeed?
Neeva and You.com seek to pick up segments of users overlooked by Google, and with shifting user preferences and increased governmental scrutiny, there might be an opportunity.
Google, YouTube add user controls to limit alcohol, gambling ads
The new feature will launch on YouTube in the U.S. first.
New EU regulations compel more transparency for search rankings
Guidelines seek disclosure of major ranking factors by Google, Amazon.
Apple’s data-collection ‘nutrition labels’ for apps will begin appearing next week
Developers are now required to self-report to Apple on the data they collect from users. Very few will escape the new rules.
Where Google is placing its bets in 2021
A look at where Google might be headed in 2021.
Using AI to replace cookies with context
Mediavine explains how AI-powered contextual advertising (and persistent IDs) will help fill the cookie gap.
How marketers can identify the right ABM vendor
Identify exact capabilities needed before vendor selection or renewing contract
Salesforce signs agreement to acquire Slack
In a reported $27.7 billion deal, the CRM giant picks up the popular chat platform.
Record growth in online shopping over the holiday weekend
Friday was the biggest online shopping day ever. And today might beat it.
Social Shorts: Snapchat’s TikTok rival is here, Facebook teams with BBB for ad reviews
The social media marketing week in review: A round up of news and announcements you may have missed.
Be a digital marketing winner with these 3 powerful video storytelling strategies
Video storytelling should be an integral part of any online marketing strategy. By following these three fundamentals, brands can build the foundation for a strong video campaign.
Take a peek into PPC routines during Cyber Five week
After all the preparation, here's what paid search and social marketers will be doing this week to manage their holiday campaigns and promotions.
MarTech Live Replay: Operationalizing ABM
Now is the time to ask yourself some critical questions about your ABM Strategy.
Trying to market during this uncertain holiday season? Stay focused on the job in front of you
What we’ve been going through is going to change the face of digital marketing – and you’re helping to shape our history. Stay strong.
How DuckDuckGo (and Microsoft) benefit from Google’s sprawling advertising business
Smaller search engines are able to monetize their results with Google’s advertiser base to reach searchers on those properties with as few obstacles as possible.
Social Shorts: YouTube expands ad inventory, Twitter launches Fleets, more
The social media marketing week in review: A round up of news and announcements you may have missed.
Don’t miss out on the most unpredictable holiday season yet
5 advertising tips to engage online shoppers from Black Friday through Cyber Monday, and beyond.
Google Ads wants advertisers to give broad match another shot
Broad match keyword suggestions will start surfacing in Recommendations
What to know about email marketing in a pandemic world
Data hygiene and personalization required for successful campaigns.