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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Twitter beats expectations, reports profit for fourth quarter in a row despite losing MAU
The company reported a modest 9 percent increase in daily active users, down from a 14 percent increase for the same time period last year.
Google Q3 results: Strong earnings beat expectations but revenues fall short
Revenues were $33.7 billion, earnings were $13.06 billion.
80% of Amazon advertisers plan to increase budgets in 2019
Our survey indicates 44 percent of Amazon advertisers plan to add automation tools for campaign management in the coming year.
Better together — Using attribution approaches for understanding, not for credit
Don't get locked into attribution concepts that hurt, rather than help, your efforts to achieve business goals.
Google lets users delete search data & control ad settings from Google Search page
Users no longer have to go to their Google Account page to access privacy controls.
Facebook Messenger 4 will make it easier for users to connect with brands
The messaging app is giving more prominence to its 'Discover' tab where users can directly message companies on the platform.
Report: Apple expected to say GDPR a model for US privacy regulation
CEO Tim Cook is the keynote speaker at the ICDPPC conference in Brussels.
SSP Smaato adds machine learning for directing inventory to DSPs
With this boost, the company says, its Automated Traffic Curation can better match in-app ad requests with the right Demand Side Platform.
Google responds to large ad fraud operation that utilized more than 125 Android apps
The company says the operation affected less than $10M in ad spend and deploys new tactics to fight it.
Is Facebook the only platform using 2FA for ad targeting?
After Facebook confirmed it used two-factor authentication phone numbers to target ads, we questioned if other platforms did the same. Here's what we learned.
Marketers can now use LinkedIn category data for targeting through Bing search
Advertisers can leverage the data across text ads, shopping and most Bing search products available in the U.S.
When it comes to campaign design and measurement, many sizes fit all
When you focus on tuning one campaign KPI, you inevitably affect the others. It's an imperfect world where you must be aware of the tradeoffs you're making.
SEO agencies – Important questions to ask before choosing one
Have you ever had a negative experience using a search engine optimization agency? If so, you are by no means alone. It seems like just about every business owner has heard SEO horror stories or has one themselves. This article is not an exposé of bad agencies, nor is it to “name and shame” any […]
100+ questions you must ask when developing a website
Building a website isn't solely about making it look pretty. Marketing comes first. To ensure you're on the right track, make sure you can answer these 100 questions.
Facebook Attribution now available to all advertisers
The attribution solution was in beta for more than a year.
Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants
The report focuses on what it calls “foundational technology,” even as the ground keeps shifting.
Ad exchanges to publishers, advertisers: Here’s how we’ll make programmatic safer
A unified pledge to abide by a set of principles to "wipe out 95 percent of the fraud, waste and abuse occurring in parts of the supply chain."
Survey: Social commerce held back by security, privacy concerns
However social media influence on purchases via other channels is strong.
Facebook introduces retention optimization option for app advertisers
Facebook's Ads Manager will also get four new retention metrics for app install ad campaigns.
Coalition Against Ad Fraud releases ‘first standardized document’ to pin down mobile fraud
CAAF is focused on performance ad fraud on mobile devices.
Shy of 100MM, survey finds Amazon Prime membership growth has flattened in US
Quarterly member growth has slowed to less than 2 percent, according to CIRP.
How Autodesk gave its chatbot the smarts needed to increase engagement, conversions
In a talk at the MarTech conference earlier this month, Siara Nazir shared how the company used AI to make its chatbots smarter and more effective.
Facebook aims to give more transparency around brand-influencer relationships
The company is updating its brand content tag with new language and rolling out the Brand Collabs Manager tool to more countries.
Google ushers in the Age of Conversational Ads with the launch of AdLingo
The new display ad-like format, available through the regular Google ad platform, allows advertisers to deliver ads that query users and respond to them.
Facebook cracking down on ads with clickbait headlines, sensationalized language
The company says any ads containing engagement bait, sensationalized language or headlines that withhold information will be penalized.
InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm
The purchase of Pinsight Media positions InMobi as the central player in Sprint’s ad future, and possibly in the ad future of T-Mobile and other telcos.
Black Friday to dominate holiday ad budgets, leaving little for last-minute shoppers
Just 5 percent of the retailers plan to focus spend on late-season shoppers. according to a Nanigans study.
Pinterest updates Ads Manager, rolls out Product Pins features ahead of holiday shopping
The social media platform says it has completely rebuilt its Product Pins system, adding up-to-date pricing and stock information.
Fullscreen offers marketers another YouTube brand safety tool
With an analysis of screengrabs from each scene, plus audio and metadata, the influencer-oriented ad firm is providing marketers with another option for clean video inventory on the world's biggest video platform.
Forecast: Open exchanges will see declining share as programmatic money goes direct
By 2020 direct and private marketplaces will capture 'four of every five' US programmatic ad dollars.
How will Google’s new Android app licensing rules in Europe impact Chrome and search?
The company is unlikely to see any loss of mobile search share as a result of complying with Europe's antitrust decision.
Facebook: Coming to a TV near you?
The company is rumored to be working on a device under the name Project Ripley to launch next spring.
Twilio to acquire SendGrid for $2 billion, expanding its developer-focused communication platform
The company says the move will bring together two developer-focused, API-based communications platforms that have worked together for years.
Video Advertising Bureau: Brands should avoid influencer, UGC channels on YouTube
Trade group argues advertising against professionally produced content is the only way to avoid brand safety risks.
YouTube now counts ‘engagement’ for YouTube for action ads at 10 seconds, not 30
Google says the new attribution will better reflect the role of video in the customer journey.
From funnel to flywheel
If you’re like most marketers, you could name the basic parts of the sales funnel in your sleep: Awareness, Interest, Evaluation, Decision, and Purchase. Of course, businesses have tweaked the model over the years, adding extra steps and so forth, but the basic premise has remained the same. But there is one problem with the […]
Native ad test in Google Discover feeds gets a new look
The ads reflect the new design of Google Discover, previously known as Google Feed.
Survey: People plan to use Amazon 3-to-1 over Google for holiday shopping
What's new and striking about this survey is the runaway gap between Amazon and everyone else.
Facebook opens Audience Network SDK beta program for developers, publishers
Beta users will be able to give feedback on ways to improve the final tool and have the opportunity to earn Facebook advertising credits.
Analysts agree: Ecommerce sales set to deliver robust holiday retail growth
Deloitte forecasts up to a 22 percent increase in ecommerce sales, online sales are expected to reach $128 to $134 billion.