Works for: Morisey-Dart Group
Title: Research & Digital Marketing Manager (Executive Recruitment)
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“BeatSting”: The Costly Audio Ad Impression Fraud Scheme Targeting Unprotected Advertisers
Analytics company DoubleVerify has claimed that a new ad impression fraud scheme called "BeatSting" is costing unprotected advertisers up to $1 million per month. This is the first large-scale ad impression fraud scheme to target audio inventory, according to the software measurement platform. The fraudsters have used SSAI (server-side ad insertion) tactics to falsify audio ad requests and traffic, making it appear as if there are real users and inventory for advertisers...
LATAM Airlines Reduces Cost Per User by 83% with Innovative Ad Technology
South America's largest carrier, LATAM Airlines, has made a significant impact on the cost and carbon footprint of its digital advertising thanks to the innovative streaming technology provided by Swedish tech company, SeenThis. In a joint effort with media agency Matterkind, LATAM was able to reduce its Cost Per User (CPU) by as much as 83% across all key markets, while also reducing data use and avoiding unnecessary carbon emissions.
Publicis Defies Expectations with 20% Revenue Growth in 2022
Publicis Groupe, the world’s third largest advertising group, reported double-digit revenue growth for 2022, with net revenue reaching €12.6 billion, a 20% increase from 2021. The company’s organic revenue, which removes the impact of acquisitions, divestitures and currency fluctuations, was also up 10.1%, exceeding analyst expectations and Publicis’ own forecast of 8.5% growth. The fourth quarter saw a boost in net revenue by 18% to €3.46 billion, and organic revenue growth of...
WTF is Marketing Relevance?
Marketing relevance is crucial to a brand's success and its ability to attract and retain customers. The pendulum has swung back and forth between transactional marketing and brand-building initiatives, but finding the sweet spot between the two is crucial. Differentiation and relevance are two of the most important pillars of the Brand Asset Valuator model, which evaluates the value of a brand and its future potential. With consumers making purchasing decisions based...
Opinion: Don’t Get Depressed about Marketing Downturn
As we face the uncertainty of a potential economic downturn, it can be tempting to cut back on marketing and technology budgets. But as industrialist Warren Buffett once said, “The best chance to deploy capital is when things are going down.” And history has shown that boosting advertising during a recession can lead to improved financial performance for up to three years after the recession is over.
A famous...