A new product by Disqus, the blog comment-hosting service used by 3 million websites, focuses on "interest-based marketing," placing targeted native ads with readers' comments.
While brands begin to try out the single-tap communication app for themselves, experts remain pessimistic about its potential as a marketing tool.
The move is expected to open up additional private exchanges, although insiders are not sure all media buyers will follow suit and shun open exchanges completely.
Marketers need to adopt a new definition for marketing automation, one that includes both the automated components and that recognizes that marketing automation is a process that marketers must manually initiate.
How to reduce pain points when implementing a marketing automation program