What is a Marketing Stack? A marketing stack is a visual representation of a technology suite being used to achieve a specific business objective. Long used by engineering teams, stacks are now being adopted by marketers to track and manage the technology being used to
I’m posting this from the 2016 MarTech USA conference in San Francisco — a fitting venue to release the 2016 marketing technology landscape supergraphic. (Finally!) You can click on the image above for a larger version — which you’ll obviously need in order to be
Dynamic Creative Optimization Basics Dynamic creative optimization is a relatively new technology to the online advertising space, but it is sure to see tremendous growth this year. Why? Because dynamic creative optimization allows marketers to put the right message in front of the right consumer.
This post is continuously updated to reflect how programmatic creative and dynamic creative optimization (DCO) are evolving. When people think of the relationship of programmatic creative vs. DCO, a common misunderstanding is that dynamic creative optimization and programmatic creative are different technologies. One is actually a subset
In digital advertising, ecosystems for programmatic bidding, targeting and delivery should mean that the days of one-ad-fits-all are over. But, according to an AppNexus/Thunder study, 97 percent of campaigns don’t have a unique creative for each targeted placement. Apparently, it’s not unusual for a campaign to consist
