Tagged 'ad tech'

Marketers Still Lag Behind in Digital Skills

Posted by Joseph Vito DeLuca on December 9th, 2015 at 4:58 am

As we move forward in a marketing age of advanced technology and mass quantities of data, the job of the marketer is becoming increasingly complex. Confounding the problem is that marketers are not progressing as fast as the industry around them.
A Significant Talent Gap Exists
We previously discussed this topic when we cited an Adobe study in which 40 percent of the respondents said that they wanted to reinvent themselves for the digital age, but only 14 percent of that 40 percent said they knew how to become digital marketers. Furthermore, 30 percent of the respondents said there was no training available for the new marketing skills they need.
But this void in skills is not just affecting employees, but also organizations and whole economies. Figures from Capgemini Consulting, tell us although 87% of companies feel digital transformation is a competitive opportunity, over 90% of companies lack digital skills.
TechUK published a report on the digital skills gap, estimating that 1 million new digital jobs will be created through 2020. The report also found that 93% of organizations have said digital skill gaps have directly hurt business. The Guardian quantifies this problem to the tune of a potential £2 billion cost to the... Read more

Free Content: Backbone for a Free Society

Posted by Roy de Souza on November 16th, 2015 at 11:15 am

We've spent most of the autumn debating what we're going to do about ad blockers without thinking about the bigger picture. To us, Friday night brought that home. Yes, ads can be annoying and interruptive, and some that deliver malware or slow the browsing experience slip through, but without advertising we do not have free and open information. Without advertising we face the prospect of no news, news for which we have to pay, or government sponsored news.

Higher Education: A Dinosaur in the Digital Age

Posted by Joseph Vito DeLuca on October 7th, 2014 at 1:35 am

What does a four-year college education get you today? Besides a large sum of debt, not much, especially if you’ve invested in a communications or marketing degree. The higher-education system is ill-preparing its students for our digital world.
Less Philosophy, More Skills
What is the number one KPI of a higher-education institution? Well, it should be, how well it sets up its students for future success. When colleges are not delivering a well-rounded education for the world of today and tomorrow, they are failing. Plain and simple. This is all too often the case for recent graduates looking for their first career opportunity.
Many of the jobs available for postgraduate marketing and communications students come from tech companies and digital startups, specifically ad-tech companies. Unfortunately, many of these students couldn’t tell you the difference between a DSP or SSP and would be hard pressed to tell you the meaning of acronyms such as CPA, RTB, CTR or IoT. By a show of hands, who can explain programmatic advertising? Who can tell me what a trading desk is?
There are the privileged few that can run a WordPress CMS and maybe even know a bit of CSS, but who can setup and execute an Adwords... Read more

The Crowded Commerce Landscape

Posted by Catherine Tabor on April 18th, 2014 at 7:09 am

Commerce is the name of the game in business, and whether a company needs help driving foot traffic, tracking attribution or finding new ways to reach customers online, it should be no surprise that there is a market for third party vendors that can help companies be more efficient and drive revenue in new ways.
Whether this vendor is a daily deal site like Groupon, an online marketplace like Amazon or eBay, a coupon aggregator that helps brands distribute offers, or a CRM platform that helps companies maintain relationships and drive future sales; if there is a need that a third party can solve, chances are that company exists today.
The problem is that each of these vendors probably exists tenfold.
LUMA Partners has become known for their product of LUMAscapes, industry mapping charts that have become synonymous with overabundance in the ad tech industry, and I personally have become very familiar with their Commerce LUMAscape, which contains all of the categories I mentioned above, along with buckets for Exchanges, Storefront/Cart, Social Commerce, Flash Sale Sites and many more.
My company, Sparkfly, currently competes in the Analytics bucket, and as I look out at the wider landscape, what I see is a need for... Read more

Forget Ad Tech. It’s All about Marketing Tech.

Posted by Scott Vaughan on December 12th, 2013 at 11:05 am

Despite ad tech's innovation and benefits, marketers have a dfficult time understanding how to extract value and tie it back to ROI. Here are seven tips on presenting the real value of ad tech to CMOs and marketing organizations.