2,134 Marketing Trends identified as at Dec 03, 2016

2612
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Conducting a daily scan of relevant online and offline information sources, the MTT team identifies, curates and collates the current and future trends most likely to impact upon the world’s communications industries. These trends are categorised under twelve main headings and forty subheadings.


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Today’s Marketing Trends 03/12/2016

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Marketers, Ad Agencies Divided Over Data Ownership

Trend Summary: Ad Execs are united on data ownership but divided as to whether it belongs to agencies or clients.


Way back in February 2009 WPP owned GroupM, the world's largest buyer of media, quietly altered the terms and conditions of its    online advertising buys with publishers, including one that today is  ...

......

... stirring a major debate over data ownership in the online advertising marketplace.

In 2009, GroupM changed the wording on all the invoices it exchanged with publishers, asserting that data generated by ads served belongs to the “agency/advertiser.”

Since then the amount of data has grown exponentially, but has also increasingly become consolidated within so-called “walled gardens” such as Google and Facebook, which have become gatekeepers for targeting consumers with digital ads.

This trend has caused a rift and increasing consternation in adland, as well as among major brands, and is one of the main reasons GroupM has reorganised its digital data infrastructure around its own “platform,” dubbed [m]Platform, announced this week.

Unsurprisingly, a majority of marketers (60%) believe they are the rightful owner of this data, although nearly half (49%) believe the agency has equal ownership.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q4 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=7043

The Times They Are A-Changing (For Programmatic Marketing)

Trend Summary: Marketers will no longer have to struggle for the greater good of sponsored content.


As Bob Dylan so memorably sang back in 1964: "The times, they are a-changing". Today the same is true of the ...

......

... marketing, advertising and media businesses.

Fifty-two years on from Dylan's biggest hit song, industry bible AdWeek reports that advertisers, brands and social influencers are now competing for the greater good of sponsored content.

ROI Influencer Media, in partnership with multiple programmatic platforms like Rubicon Project, PubMatic, OpenX and Google's DoubleClick Ad Exchange, is making that process of sponsored ads a lot more simple.

According to Seth Kean, CEO of ROI Influencer Media, the social influencer market is basically in it's Wild West stage. Says Kean: "It reminds me of [the days] before video, digital or mobile advertising became standardised.

Kean predicts that when buying programmatic advertising packages, bundles of influencers who have signed with ROI will appear as options for buyers.

Enthuses Jay Sampson, Rubicon Project's head of strategic partnerships: "For the first time, premium brand and advertising agency partners on our platform can access native social content across all major social media platforms programmatically."

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q4 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=7042