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Posts in Data & Analytics

Why chasing after 100% viewability makes no sense for advertisers

Over the last couple of years, viewability has been a key rallying point for advertisers looking to get more value from their programmatic spend.

The IAB announced a standard of 70% viewability, but some advertisers say anything under 100% is not acceptable.

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Nine delightful digital marketing stats from the past week

It was International Women’s Day this week, so you probably think I’m going to take an inspiring quote from a woman and replace part of it with ‘the weekly Econsultancy digital marketing stats round-up’ because that’s basically the only joke I’ve got.

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Is Twitter getting too noisy for high-profile users?

Celebrities and athletes often turn to Twitter to interact with their fans, but for one of the National Basketball Association's biggest stars the popular platform became too noisy.

As his following grew into the millions, Stephen Curry of the Golden State Warriors started using Twitter less and less, something his former university roommate, Bryant Barr, noticed.

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What does the future hold for Data Management Platforms?

Data Management Platforms (DMPs) are, despite still being on the cutting edge of technology, beginning to move beyond the early adopter stage and are now showing real and serious business benefits.

Oracle/Econsultancy’s report ‘The Role of DMPs in The Era of Data-Driven Advertising’ highlights found that 20% of those surveyed have been using a DMP for four years, however despite this length of time DMPs are ever-evolving and growing ever more sophisticated.

This blog post examines how DMPs have changed and what the future holds for them.

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How O2 achieves creativity through data

Some people seem slightly alarmed by the rise of automation in marketing.

Is it the first step towards all of us being replaced by robots that will eventually enslave humankind and force us to oil their joints until the end of time?

While that might have been a lame attempt at a joke, it is actually very relevant to the Creative Programmatic event I attended yesterday, which was all about how this largely automated channel needn’t spell the end of human creativity in marketing. 

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Key stats from Facebook's State of Connectivity report

Facebook recently released its second annual State of Connectivity report on global internet access.

The tech giant has long pushed for increased global internet connectivity and this report is designed to increase the sharing of data around this issue.

You can see all the data by downloading the report, but here are a few of the stats that spoke to me.

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2016: the year of programmatic creative?

As we know, programmatic technology has created a new industry and, consequently, had a major impact on the entire value chain between advertiser, agency, tech provider and media owner.

No one has been immune to this disruption – where attention has been almost solely focused on the automation of buying and selling, and how data and analytics are utilised.

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General Data Protection Regulation (GDPR): what we know & what's coming next

The General Data Protection Regulation (GDPR) – an EU-wide overhaul of consumer data laws aimed at strengthening the protection of people’s data privacy – was announced at the tail end of 2015.  

The new laws won’t be finalised until later this year, and won’t take effect for another two years after that.

But in a talk I attended at Data Protection 2016 on Friday, two leading government figures did their best to tell the audience what to expect and explain why the reform is happening. 

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The five-point plan for data privacy & business

On Friday I attended a talk at Data Protection 2016 that was all about – you guessed it – data, but specifically how businesses can continue to thrive in the ever-evolving data economy.   

The talk from Ctrl-Shift CEO Liz Brandt covered five key action points that business and government need to tackle together in order to avert a future crisis.

I’m going to cover them in detail in this post.  

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Creativity in programmatic "should not be an afterthought"

Programmatic advertising goes far beyond data and automation.

Our Creative Programmatic event is coming up on 2 March and we caught up with two of the speakers at the event, O2’s Head of Digital Excellence, Nick Adams, and TUI’s Head of Media, Sammy Austin. 

Between them they discussed some of the biggest emerging trends and challenges in programmatic, and offered their opinions and advice on where creativity fits within this channel.

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Three is right to declare war on ‘irrelevant and excessive mobile ads’

Just when you think things can’t get any worse for the publishing industry, somebody goes and hammers another nail in its coffin. 

Well, it’s not quite as dramatic as that. But recent news from mobile network provider Three certainly got the ad industry talking over the weekend. 

The network has announced that it will roll out ad blocking technology on its network after initially trialling it in Italy. 

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Facebook rolls out Reactions, an extension to the Like button

It's finally here: after months of speculation following Mark Zuckerberg's comments about the creation of a Dislike button, Facebook has unveiled an extension to the Like button that will allow users to express emotion when reacting to content.

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