MarTech Today: Amex/Acxiom’s prediction engine, Protagonist’s action tools & everything about ads.txt

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

From MarTech Today:

• Amex and Acxiom create a prediction engine based on purchase data
  Oct 26, 2017 by Barry Levine
  This is the latest effort to utilize extensive, identified customer records to predict future purchase behavior.
• Protagonist adds action tools to its narrative analytics for brands
  Oct 26, 2017 by Barry Levine
  Going beyond its previous identification of brand-relevant beliefs, the startup is now offering tools to find associated words, channels and influencers.
• PayPal’s new Marketing Solutions tool sheds light on how shoppers use the online payment platform
  Oct 26, 2017 by Amy Gesenhues
  The Marketing Solutions data set includes insight on things like mobile shopper numbers, big-ticket versus small-ticket purchases and more.
• Everything you need to know about the IAB ads.txt initiative
  Oct 26, 2017 by Alex Bornyakov
  If you haven’t yet rolled out ads.txt, it might be time to hop on board. Contributor Alex Bornyakov walks you through what you need to know about the IAB’s initiative to fight fraud and how to implement it.
• Twitter says it overcounted users for 3 years as its ad revenue shrinks for 4th straight quarter
  Oct 26, 2017 by Tim Peterson
  Twitter’s Q3 2017 earnings report featured many declines, from total revenue to ad revenue to historical monthly user counts.

From Marketing Land:

• SEO Ranking Factors in 2017: What’s Important and What’s Not
  Oct 26, 2017 by Jessica Thompson
  What are the most crucial search engine ranking factors these days? Panelists at SMX East discussed their findings and provided practical advice for putting this data into action.
  

From Around The Web:

• How Snapchat Has Kept Itself Free of Fake News, Bloomberg
• Hype in Digital Commerce: 5 Rising Technologies to Watch, Get Elastic
• Machine Learning Will Transform the Advertising Industry, CMS Wire
• Real Life Experiences in Cleaning Up Your Marketing Data, Marketo

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.