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The Future of Media Demands Radical Change

Most magazines and newspapers (shockingly, not all) have launched online, in one form or another, but far fewer have figured out a way to get people to consistently pay for or read stories and visual content that used to drive newsstand sales, print subscriptions and advertising, all of which have been squeezed over at least the last decade. Publishers of magazines and newspapers seem focused on how to carry on with all of those things instead of testing entirely new ways of delivering and paying for content.
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Get the Intel on Artificial Intelligence

Some say Artificial Intelligence is a broad field that includes everything from simple if-then rules for playing Checkers to complex ensembles of deep neural networks for piloting autonomous vehicles. In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI and what are the commercial solutions?  Read More.

Catching Their Ad Tech in Bed with Fake News, Marketers Ask Fraud Fighters for Help via AdAge

 

Ad buyers are joining the fight against the “fake news” that many people blame for misinforming voters during the presidential campaign.

Although the focus initially fell on Facebook and Google, where made-up headlines became easy to find, pressure has also come to bear on lesser-known companies that provide the financial motivation for fake news.

Now ad-fraud fighters, usually hired to prevent scam artists from stealing ad budgets with fake traffic, are being asked to help brands avoid websites with real audiences but with fake stories.

“Brand safety” online has historically involved making sure ads don’t appear on pornographic or vulgar websites. That’s changed, as fake news sites have found themselves working with nearly every major player in ad tech.

“This is a new frontier in the fraud war and it came out of a weird place,” said Scott Meyer, CEO of Ghostery. “And it’s going to be a challenge for these companies for exactly that reason.”

Access full article from AdAge

We Need a Bigger Toolbox

A report from the IAB and the Winterberry Group reveals that enterprise marketers use on average over a dozen distinct ad/marketing data toolsets, with close to 10% using more than 30 tools. Tools were mainly used by organizations’ digital marketing, analytics, media buying, and CRM teams. Read more »