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Rethinking Brand Safety and Ad Verification: A Pivot to Positivity

Rethinking Brand Safety and Ad Verification: A Pivot to Positivity

The recent exit of Oracle's Moat marks a turning point for the digital ad industry. The focus on risk elimination has led to a stagnated market and a negative approach to brand safety. A positive paradigm shift is needed to emphasize relevant and effective content and foster collaboration between advertisers and publishers. Traditional verification methods have become overly broad and adversarial, leading to tensions and inefficiencies. A positive approach benefits both advertisers and publishers by promoting high-quality content and creating a more harmonious ecosystem. The exit of Moat presents an opportunity to rethink and reinvent brand safety for the better. A positive, content-driven model is needed to unlock new value and improve relationships between advertisers and publishers. The industry must shift away from the negative, risk-focused approach and focus on excellence. This will also help combat the challenges posed by the rise of 'Sleeping Giants' and the changing landscape of programmatic display advertising.
What Does Email Personalization <em>Really</em> Mean for B2B Marketers in the Age of AI?

What Does Email Personalization Really Mean for B2B Marketers in the Age of AI?

Email personalization is important. But, marketers are struggling to improve and adapt messages to match behaviors and preferences.

Customer's expectations for email are high and marketers need to stand out in their inbox by delivering a unique tailored experience.

To overcome personalization challenges, marketers can consolidate tools, use behavioral data, and balance privacy concerns to create a responsive and relevant experience for their customers.

The Three Key Drivers of Highly Effective Sales Training

The Three Key Drivers of Highly Effective Sales Training

Rain Group surveyed 242 sales professionals to discover the key drivers of effective sales training.

The three main factors are mentorship/coaching, high-quality onboarding, and assessments to identify skill development.

Highly effective sales training programs offer in-person, instructor-led education and online materials such as tools, templates, and videos.

The Top Challenges Marketers Face With Attribution

The Top Challenges Marketers Face With Attribution

According to Ascend2, marketers struggle with marketing attribution due to a lack of expertise in the field.

The report, based on a survey of 357 marketing decision-makers, found that tracing customer touchpoints and limited resources are also top challenges.

Despite these challenges, a majority of marketers feel confident in the accuracy and success of their marketing attribution in capturing the customer journey and achieving strategic objectives.

How a Strategic Conversion Copywriting Process Can Transform Your Marketing Campaigns

How a Strategic Conversion Copywriting Process Can Transform Your Marketing Campaigns

The precision of your copywriting process can make or break a campaign, and conversion-focused copywriting is key to success. Using data and customer insights, it optimizes every word and drives action.

Great copy is fundamental to marketing, but many businesses struggle to maximize its impact. A structured process, including voice-of-customer insights, data-driven copy, and streamlined collaboration, is essential.

Working with external copywriting agencies can pose challenges, but setting clear objectives, establishing an approval process, scheduling regular checkpoints, and using data for continual improvement can ensure seamless integration.

Most Popular Articles

What Does Email Personalization <em>Really</em> Mean for B2B Marketers in the Age of AI?

What Does Email Personalization Really Mean for B2B Marketers in the Age of AI?

If you're like most marketers, you have a nagging feeling that you've got room to improve your email personalization. And you're facing challenges unlocking the opportunities that AI and automation tools can offer you. Read more.

Rethinking Brand Safety and Ad Verification: A Pivot to Positivity

Rethinking Brand Safety and Ad Verification: A Pivot to Positivity

The exit of Oracle's Moat from the market is an opportunity to challenge the traditional paradigm of ad verification and brand safety. Discover how a new approach can reshape brand safety. Read more.

The Future of B2B Marketing: 11 Predictions for 2025, From New Playbooks to Strategic Brands and AI Agents

The Future of B2B Marketing: 11 Predictions for 2025, From New Playbooks to Strategic Brands and AI Agents

B2B marketing entrepreneur and thought leader Jon Miller provides 11 detailed, comprehensive predictions on B2B marketing in 2025 and reviews how well his 2024 predictions have panned out. Indispensable food for thought for all B2B marketing professionals. Read more.

The Three Key Drivers of Highly Effective Sales Training

The Three Key Drivers of Highly Effective Sales Training

Researchers recently identified three key drivers of effective sales training: mentorship/coaching on a regular basis, a high-quality onboarding program, and the use of assessments to identify which skills need development.

The Top Challenges Marketers Face With Attribution

The Top Challenges Marketers Face With Attribution

Marketers say the biggest challenge they face with marketing attribution is a lack of expertise, according to recent research.

How a Strategic Conversion Copywriting Process Can Transform Your Marketing Campaigns

How a Strategic Conversion Copywriting Process Can Transform Your Marketing Campaigns

Discover how a strategic conversion copywriting process maximizes engagement, aligns messaging, and boosts marketing campaign ROI. Refine your process for success. Read more.

How Baby Boomers' Digital Media Habits Are Changing

How Baby Boomers' Digital Media Habits Are Changing

The share of media time spent online by Baby Boomers has jumped 20+ percentage points over the past decade, according to recent research.

The PMO: Unlocking CRM Campaign Efficiency and Peak Performance

The PMO: Unlocking CRM Campaign Efficiency and Peak Performance

Learn how PMO practices streamline CRM campaigns, enhancing efficiency and engagement, and explore ways to optimize resources effectively. Read more.

Rising Subscription Prices: Trends and Tactics for Managing Price Increases

Rising Subscription Prices: Trends and Tactics for Managing Price Increases

Rising subscription prices are challenging businesses to balance profitability with customer satisfaction. Discover strategies to manage subscription price increases effectively, balancing customer retention and revenue growth. Read more.

Landing Page Conversion Benchmarks for 2024

Landing Page Conversion Benchmarks for 2024

What's the median conversion rate for landing pages in 2024? How do conversion rates vary among industries, traffic sources, and devices? Is reading ease correlated with a better conversion rate?

AI Update, November 22, 2024: AI News and Views From the Past Week

AI Update, November 22, 2024: AI News and Views From the Past Week

Catch up on select AI news and developments from the past week or so. Stay in the know.

Jamie Dimon on AI: What He Gets Right, and What He Leaves Out

Jamie Dimon on AI: What He Gets Right, and What He Leaves Out

Explore JPMorgan Chase CEO Jamie Dimon's views on AI, with highlights of what he gets right and key aspects he overlooks. Read now!

What SMBs Want From Their Websites

What SMBs Want From Their Websites

SMB owners say increasing search visibility is the top website improvement they want to make over the next year, according to recent research from Duda.

The Media Landscape Is Shrinking, Can PR Adapt?

The Media Landscape Is Shrinking, Can PR Adapt?

Learn how PR teams can tackle today's media challenges with fresh strategies, expanded content opportunities, and smart tools. Get tips to make an impact. Read more.

How Decision-Makers Perceive B2B Ads on LinkedIn

How Decision-Makers Perceive B2B Ads on LinkedIn

Most business decision-makers say B2B ads on LinkedIn have clear messaging but lack emotional appeal, according to recent research.

Upcoming Events

LinkedIn Ads: Getting Set Up for Success

LinkedIn Ads: Getting Set Up for Success

Attract the right buying audience with inexpensive and effective LinkedIn advertising! Join AJ Wilcox, THE LinkedIn ad expert, to get your account optimized to deliver high-converting ads to your target audience. You'll discover which types of ads to run, which metrics to pay attention to, and how to retarget your ideal customers in this first Working Webinar.

2025 Marketing Trends Friday Forum

2025 Marketing Trends Friday Forum

Don't be late to the party—get ahead of hot 2025 marketing trends while they're on the rise! Discover how to reignite your marketing creativity, use AI to personalize ads in real time, spark word-of-mouth advocacy for your B2B brand, and more in this free Friday Forum. Sponsored by StackAdapt.

Advanced LinkedIn Ads: Evaluating & Optimizing Like a Boss

Advanced LinkedIn Ads: Evaluating & Optimizing Like a Boss

Get your effective LinkedIn ads in front of the right people... while lowering your ad budget! AJ Wilcox, host of the LinkedIn Ads Show podcast, reveals the 5 pitfalls that cause your adspend to be higher than it needs to be—and how you can avoid these traps in 2025. Join AJ for the second (and final) live session from this hands-on, practical Working Webinar Series.

Recent Events

7 Unique Webinar Formats You Should Try in 2025

7 Unique Webinar Formats You Should Try in 2025

Are you still running webinars the same old way expecting better results? Well, it's time to give your audience more than just a basic webinar presentation by creating engaging, compelling, and fun experiences. Join us to learn how top-performing B2B marketing teams use a mix of webinar programs, formats, and content types to target different personas, achieve diverse goals, and differentiate from the competition. Sponsored by ON24.

MarketingProfs B2B Forum

MarketingProfs B2B Forum

B2B Forum is the ultimate destination for marketers to discover how to drive growth, elevate brand reputation, prove ROI, and stay ahead of the ever-changing marketing curve. Featuring dozens of sessions, workshops, shenanigans, and more. Are you ready to experience the magic?

The Top Email Deliverability Tips You SHOULDN'T Follow (And What to Do Instead)

The Top Email Deliverability Tips You SHOULDN'T Follow (And What to Do Instead)

Email delivery problems? Today's spam filters are getting stricter—and marketers are scrambling. But a lot of the popular advice about deliverability is misguided or downright harmful to your sender reputation. In this free webinar, discover how to actually get your next email campaign into inboxes. Sponsored by Ortto.

Author to Author: Ann Handley Talks to Geraldine DeRuiter

Author to Author: Ann Handley Talks to Geraldine DeRuiter

Ann Handley and award-winning author Geraldine DeRuiter discuss the joys and challenges of creativity, encourage you to take risks, and remind you of the power of the written word to connect, inspire, and transform—regardless of topic or industry.

The Lead Nurturing Playbook: B2B Marketing Strategies for Faster Conversions

The Lead Nurturing Playbook: B2B Marketing Strategies for Faster Conversions

Discover trending and successful B2B strategies to nurture your leads, accelerate sales conversations, and convert prospects before the year ends. Sponsored by Predictiv.

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