MarTech Today: AT&T buys AppNexus, Squadhelp adds AI for inventing names & more

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:

• AT&T buys ad exchange AppNexus
  Jun 25, 2018 by Barry Levine
  Following the Time Warner purchase, this new acquisition positions the telco as a content and programmatic advertising powerhouse.
• Squadhelp adds AI to help invent successful brand names
  Jun 25, 2018 by Barry Levine
  With AI, the Chicago-based platform can add visual search, performance tracking and name generation to its crowd-sourced naming platform.
• How focusing on brand value creates revenue growth
  Jun 25, 2018 by Scott Vaughan
  Marketers often find themselves torn between meeting short-term sales goals and fostering long-term value. Contributor Scott Vaughan explains how to bring these two objectives together.

From Marketing Land:

• Content optimization vs. SEO — What’s the difference?
  Jun 25, 2018 by Digital Marketing Depot
  Keyword optimization is a framework for SEO. Similarly, you could say that topic modeling (how words and phrases are interrelated) is a framework for content optimization. With the rise of semantic search, the goal is to cover a topic rather than zoning in on a specific keyword.

From Around The Web:

• Only 17% of email marketers planning for AI, more than half will innovate with automation, Econsultancy
• Shopify rolls out messaging app for merchants, Retail Dive

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.

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.