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IAB Tech Lab pushes privacy standards forward with GPP and DDRF updates

The IAB Tech Lab has announced two major developments aimed at strengthening privacy and transparency across the digital advertising ecosystem: a new update to the Global Privacy Protocol (GPP) and the release of Version 2 of the Data Deletion Request Framework (DDRF). Both updates are now open for public comment through December 1. GPP update …

Quiet martech is redefining how teams work

Marketing runs on technology — but somewhere along the way, the tools meant to make our work easier began to slow us down. What was designed to spark creativity now often drains it. The fatigue of too much tech When I was the leader of a project management team, I recall watching our newest hire …

Structuring AI for marketing impact through focused, real-world activation

The energy at this year’s INBOUND conference was electric, with one topic dominating the hallways, keynotes and coffee chats — artificial intelligence. Everyone was talking about AI, buying AI and trying to integrate AI. Yet behind the excitement, a quiet frustration lingered. Many organizations I spoke with were stuck in AI chaos, caught in a …

From tech tangle to growth engine, martech gets a do-over

It’s been about 14 years since martech emerged, and in that time, companies have spent billions trying to capture its transformational promise. Some have succeeded, but many can’t get it to deliver strategic business outcomes, like revenue growth and customer satisfaction. Can AI change that? Yes, according to a new McKinsey & Company report, which …

5 ways a B2B CDP transforms your marketing and sales alignment

Customer data platforms (CDPs), long associated with B2C brands, are becoming essential to the B2B martech stack. Industry analysts now recognize B2B CDPs as an emerging category — with dedicated Forrester and Gartner reports underscoring their growing relevance. For B2B organizations, the need is clear. Long sales cycles, complex buying groups and fragmented data make …

Your nurture strategy is lazy marketing

Most B2B nurture campaigns are set up to slowly lose a lead. You know the type — 10 emails, four blog posts, three whitepapers, one webinar recording, two soft CTAs, zero replies. Sending someone a 10-email sequence after a webinar isn’t nurturing. It’s spamming — and it’s lazy. I’ve seen this play out more times …

Reinventing your personalization and orchestration with AI

For years, marketers chased the promise of true one-to-one personalization — the ability to connect with each customer as an individual, at scale. Many of their strategies stalled, constrained by rigid segments, siloed data and resource constraints. Today, AI is changing the game. No longer confined to static personas or pre-set journeys, next-generation AI systems …

How to make sense of all that marketing data

Marketers are collecting more data than ever before in the rush to be data-driven, but the amount of data is overwhelming, especially for small teams that don’t have access to data scientists. In this conversation with Anssi Rusi, CEO of Supermetrics, we dive into the challenges marketing teams face with their data and whether AI …

What to do now that unique isn’t unique anymore

Marketers are trained to look for what makes their brand different — to find the rational reason someone should choose them over everyone else. But what if that instinct is no longer working? In the ‘90s sitcom “Seinfeld,” Jerry’s friend George Costanza reaches that same kind of breaking point. Nothing in his life is going …

Marketers say their trust in measurement is stalled

Marketers’ confidence in measurement has plateaued at a time when it should be rising, according to new research from TransUnion and eMarketer. The research, “The True Cost of Trust in Marketing Measurement,” found 62% of the marketers surveyed have some confidence in their performance metrics, but 54% reported no change in confidence year over year, …