“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Paul Steketee, head of paid social and emerging media capabilities at Merkle. Some common themes are emerging here at the Cannes Lions Festival of Creativity: Data and digital are the talk […]
Just a few years ago, brands needed to be educated around the messaging and measurement technologies available in the digital age. That imperative has since shifted as marketing departments try to figure out how they take that technology and maximize results. As a side effect, the line between data and marketing services providers like Experian […]
Merkle keeps piling on agency services. The CRM and database marketing company has acquired Chicago-based New Control, a “digital and direct” agency with a focus on financial industry clients including Chase, Fifth Third Bank, PNC Bank and Visa. Terms of the deal weren’t disclosed. Merkle EVP and digital agency lead Craig Dempster told AdExchanger the […]
Mobile app install ads have proven to be lucrative for Facebook, and sources say Twitter is close to releasing its own version of such ads along with a new mobile app install partner program. “Given the prevalence of Twitter app usage in mobile, which has an even higher percentage of mobile vs. desktop than Facebook, […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Paul Steketee, head of paid social and emerging media capabilities at Merkle. The growth rate of mobile is kind of like China’s economy: impossible to really track. The rapid takeover of […]
Both agencies and ad partners draw comparisons between Twitter’s launch on Thursday of retargeting product Tailored Audiences and Facebook Exchange (FBX). Just how technically similar they are remains to be seen, but the industry is buzzing about the ad product’s cross-channel targeting potential. We asked some Tailored Audience partners, media agencies and a beta tester to […]
According to Merkle, Facebook’s Custom Audiences program and its related lookalike modeling tools lead the pack when it comes to customer prospecting. Merkle bills itself as a CRM agency, so the company knows a thing or two about database matching online. Paul Steketee, head of paid social and emerging media, said match rates on Facebook […]
Mark Weninger, chief creative officer at Merkle, said there’s growing clamor outside of the creative fortress. Taking the stage at Advertising Week on behalf of the customer relationship-marketing agency, he alluded to a force that’s “armed with zetabytes of numbers and analysis.” The new competitive differentiator in advertising is the person or platform that holds […]
Last year MediaMath Sales VP Charles Cantu approached his CEO, Joe Zawadzki, to give his notice. He had gotten a competitive job offer that included a major pay raise and the opportunity to manage a team. Zawadzki asked him, “What do you want to do after this?” Cantu replied, “I want to run my own […]
At last week’s Merkle client summit, marketing chieftains from Geico and Travelers were present. [Record scratch here.] Wait a second – an agency has two ultra-competitve clients on its roster? Yes, it’s true. As Merkle CEO David Williams readily admitted to AdExchanger last week, the competitive nature of clients does create sensitivity around the data […]
