MarTech Today: Formerly known as DoubleClick, tapping the real world for targeting & Forrester’s first Wave report on Experience Optimization

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:

• DoubleClick is out as Google ushers in new brand names for its advertising products
  Jun 27, 2018 by Ginny Marvin
  The new brands, Google Marketing Platform and Google Ad Manager, unify buy-side and sell-side products, respectively.
• Struggling with ABM? 7 practical ways to create value now
  Jun 27, 2018 by John Steinert
  Getting started with ABM isn’t as difficult as it seems. Contributor John Steinert lists ways you can jump-start the transition from traditional demand-gen marketing.
• Neura and In Loco are launching new efforts to tap the real world for targeting
  Jun 27, 2018 by Barry Levine
  These startups are pointing to ways in which the Internet of Things, data mashups and predictive inferences are helping marketers move beyond online indicators.
• Account-Based Marketing Tools: A Marketer’s Guide — New report from MarTech Today
  Jun 27, 2018 by Digital Marketing Depot
  Account-based marketing (ABM) has been used by B2B marketers for well over a decade. But rapid advances in the sophistication and accessibility of the data — and in technologies that enable ABM — are now fueling widespread adoption of this approach. According to the Information Technology Services Marketing Association (ITSMA), more than three-quarters of B2B […]
• Forrester issues first Wave report on Experience Optimization
  Jun 27, 2018 by Barry Levine
  Adobe takes top ranking for platforms that combine testing, behavioral targeting and recommendation engines.

From Marketing Land:

• Account-Based Marketing Tools: A Marketer’s Guide — New report from MarTech Today
  Jun 27, 2018 by Digital Marketing Depot
  Account-based marketing (ABM) has been used by B2B marketers for well over a decade. But rapid advances in the sophistication and accessibility of the data — and in technologies that enable ABM — are now fueling widespread adoption of this approach. 
• Facebook opens door to cryptocurrency ads, reversing policy announced earlier this year
  Jun 26, 2018 by Amy Gesenhues
  After banning promotions around binary options, initial coin offerings and cryptocurrency in January, Facebook is now allowing cryptocurrency ads.

From Around The Web:

• Better manage your work and personal time with Google Calendar, GSuite

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.