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 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

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

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

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.