Giants like Google and Facebook have a monopoly on data, something that will only change if advertisers call them on it, the way Kellogg's and Kraft Foods have.
As programmatic media buying becomes the industry standard, many advertisers are opting to cut out the middle man and buy directly from the publisher.
This is a roundup of new hires and promotions in the digital marketing industry during April of 2015.
A recent panel discussion joined marketers from Kellogg's, the Mobile Marketing Association, and Dropbox to discuss the limitations brands face when struggling to integrate mobile into marketing.
The company behind Angry Birds gets on board with the programmatic media buying trend, allowing advertisers to choose which inventory they want to place their ads against.
Two new apps from Kellogg’s and Marriott highlight the problem of discovery for marketers when rolling out branded apps.
Not surprisingly, brands continue to roll out hashtags, microsites, apps, and videos to cater to Olympic excitement. But whether this leads any additional sponsors to get caught up in Sochi controversy remains to be seen.
Rather than coming straight out of the gate with a sales message, determine a genuine, authentic purpose that is consistent with your brand, contributes to the greater good, and promotes the welfare of others.
The initiative, The Great Eggo Waffle Off, is intended to demonstrate waffles are appropriate any time of day.
The firm measured 12 brands and 18 campaigns, finding 31% of ad impressions served were not seen by users.