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IAB Primer Explains Mobile Identity and Cross-Device Matching

Mobile identities and cross-device matching are among the most confusing topics in our industry. The IAB just published a detailed paper that explains the mechanics and related best practices for treating customer information properly. If you’re not already an expert, this will let you sound like one.

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Martech/Adtech Convergence Is Near: Forrester and LiveIntent

June 16, 2017

More than one-third of marketers polled have already begun to integrate martech and adtech, according to a Forrester survey sponsored by LiveIntent, which places advertisements within emails. More than half (57%) expect their own companies to “converge” the technologies within the next two years. The study doesn’t explicitly define what “converging” the technologies would mean or when it became a transitive verb.

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More Measurement Partnerships: Google/MMA and Facebook/Integral Ad Science

June 14, 2017

Measurement partnerships must be in fashion. Measurement specialist Marketing Measurement Analytics (MMA) has joined Google’s Marketing Mix Model Partners program, which gives access to detailed information about ads on Google video, display, and search campaigns. These fuel estimates of campaign impact on online and offline sales. Meanwhile, Facebook and Integral Ad Science have extended their relationship, providing independent measurement of ad viewability and fraud across Facebook, Instagram, and the Facebook Audience Network.

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Most Marketing Ops Teams Are Centralized: Perkuto Study

August 15, 2022

Have you been debating whether marketing operations should be centralized or decentralized?  Neither have we, but it’s still interesting to learn that 59% of Marketo users told Perkuo their marops were centralized, 30% hybrid, and 5% decentralized.  More here on most- and least-used capabilities and most common weaknesses.  Is “marops” a thing?  “Markops” would be cooler, since it sounds like “marketing cops”.

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