MarTech Today: AdTheorent’s Attribution Service, Location Data For Addressable TV & Fixing “Permanently Closed”

Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.

From Marketing Land:

• Ad Tech Firm AdTheorent Launches Public Version Of Its Internal Attribution System
  Feb 25, 2016 by Barry Levine
  Called Barometric, the service uses street addresses of homes as the consistent ID across devices and into physical retailers.
• Marketing Land Live #2: Google Drops Right-Side Ads, Closes Compare & More
  Feb 25, 2016 by Matt McGee
  Join us at 12:00 p.m. ET Friday for our second weekly live video show, and join the conversation with the #HeyML hashtag.
• Nielsen Will Start Measuring Snapchat Ads
  Feb 25, 2016 by Tim Peterson
  Nielsen measurement means brands will be able to more accurately compare their Snapchat and TV campaigns.
• Meet the MarTech Speakers: Rohit Prabhakar
  Feb 25, 2016 by Marketing Land
  How a path to medical science veered into a corporate plan for marketing technology
• MarTech Landscape: What Is Predictive Analytics?
  Feb 25, 2016 by Barry Levine
  Big data and machine learning are making computer-generated forecasting a common marketing tool.
• Google Launches AMP Listings; Here’s How They Look
  Feb 25, 2016 by Barry Schwartz
  AMP is now out in the wild in the mobile Google news carousel. Try it yourself now.
• How To Get Started With Accelerated Mobile Pages (AMP)
  Feb 25, 2016 by Paul Shapiro
  Google is currently rolling out accelerated mobile pages in its mobile search results, but how can you get in on the action? Columnist Paul Shapiro explains how you can mark up your mobile pages for a better mobile user experience.
• PlaceIQ & Acxiom Use Location Data To Measure Offline Impact Of Addressable TV
  Feb 24, 2016 by Greg Sterling
  Location analytics are being used in an expanding number of ways to measure the real-world impact of digital and traditional media.
• Google Is Fixing The “Permanently Closed” Problem
  Feb 25, 2016 by Joy Hawkins
  Columnist Joy Hawkins discusses how you can fix issues with old business locations being marked “Permanently closed” — and what Google may be doing to address the issue.
  
• Google Explains How Search Console Reports Work
  Feb 25, 2016 by Barry Schwartz
  Why are the reports in the Google Search Console delayed? Google explains.
  

From Around The Web:

• Microsoft Agrees to Acquire Xamarin, Wall Street Journal
• Cognitive Psychology for UX: 7 Gestalt Principles of Visual Perception, www.usertesting.com
• What are sticky ecommerce elements?, econsultancy.com
• What HTML5 Means for Ecommerce Merchants, www.practicalecommerce.com
• The Dangerous Data Leak That Is Costing Marketers Their Jobs (And How to Fix It), blog.kissmetrics.com
• Major Upgrades to SDL WorldServer and SDL TMS Increase Translator Productivity and Enhance Localized Experiences, www.businesswire.com
• Rakuten Marketing Makes its Foray into Social Advertising with Acquisition of Product-Intelligence Company Manifest, marketing.rakuten.com
• Return Path and Civis Analytics Partner to Bring Unprecedented Insights Into Consumer Behavior, returnpath.com
• The Only Intent-Driven Account Based Marketing Just Got Better With Madison Logic and HG Data Uniting to Help Marketers 
• 3 Ways to Survive the Crowded Marketing Technology Arena, www.martechadvisor.com
• Big Tech Firms Are Ready for the Internet of Things, Even If Marketers Are Not, www.adweek.com
• Four Ways ‘Straight Talk’ Will Spark a Revolution in Ad Tech, adage.com
• Marketing hated IT, and IT hated marketing – and that wasn’t right, chiefmartec.com
• Automattic Adds AMP Support to WordPress.com, Releases Plugin for Self-Hosted Sites, wptavern.com
• How publishers are using Google AMP across Europe, digiday.com
• The piece of code that could make or break a mobile advertising program, www.mobilecommercedaily.com
• WordPress Sites Now Support Google’s AMP To Make Mobile Pages Load Much Faster, techcrunch.com
• 10 Chrome Extensions That Guarantee Better Results On Your Social Media Marketing Efforts, blog.crazyegg.com
• 4 Little-Known Tools to Curate and Publish Content, www.socialmediaexaminer.com
• Snapchat Inks Nielsen Deal and Signals That It’s Taking Ad Performance Data Seriously, www.adweek.com
• Blur moving objects in your video with the new Custom blurring tool on YouTube, youtubecreator.blogspot.com
• The Official Twitch Blog Introducing Chat Replay, blog.twitch.tv

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.