Good morning, how happy are you with Google Ad Manager? 

Google claims the combination of its ad exchange and ad server creates a “better” ad infrastructure and ad experiences for customers. But, many ad tech companies have long called foul on Google’s integration of its ad server and ad exchange when it bought DoubleClick in 2007 and merged the ad platform with its Ad Manager, creating DoubleClick for Publishers and DoubleClick Ad Exchange. 

The U.S. Justice Department (DOJ) now is getting involved and has talked to multiple publishers and ad tech companies as part of its antitrust investigation of Google’s third-party ad tools. The Wall Street Journal reported on Wednesday the DOJ has, so far, talked with several publishers and ad tech organizations on the matter, including New York Times, Gannett, Condé Nast, Oracle, Yelp and DuckDuckGo. “The investigation puts the agencies in a delicate spot, as many of them use Google’s tools and rely on Google as a major advertising client,” according to the Wall Street Journal. 

The other side to all of this is how easy Google has made it for advertisers to spend money on their platforms. As MarTech Today’s Greg Sterling points out, “The deep integration of Google’s buying and measurement tools make it easy for agencies and in-house media buyers to transact across Google’s owned and operated properties, including its ad exchanges.” 

MarTech Conference Chair Scott Brinker lives and breathes martech and has been ruminating on two competing themes lately: 1.) The much-needed advancement of martech roles and vendor landscape in the face of, 2.) Constant martech disruption as new technologies and regulations come into play. After contemplating what it all means, Scott’s ready to invite you to the conversation. On February 18 at 1:00 pm ET, he’ll be hosting the “New decade of martech with Dr. Martech and Mr. Hype” webinar, playing both the role of Dr. Martech and Mr. Hype — register now to save your seat.

We’re not finished yet, keep reading to find out how much the consumer insights platform Suzy has raised in its latest round of funding and which company is partnering with AdMobilize. 

Amy Gesenhues,
Senior Editor 

 
 
 
Pro Tip
 

Be cautious working with workflow consolidation platforms

“Media buyers have a difficult job, whether it’s the hours, heavy workload, or demanding clients – being inundated with choices when it comes to martech vendors doesn’t make things any easier. Working in adtech over the past 10 years, I’ve seen just about every tactic there is to demonstrate uniqueness, create value and bury margin,” explains James Moore of Simpli.fi. “Navigating through the noise is complicated and can lead to brands and agencies investing in the wrong technology, which is not easily undone.”

“For instance, technology workflow consolidation platforms have recently become an emerging trend amongst media buying vendors. Consolidation can bring with it ease-of-use, improved billing and reporting, but it comes at a cost. Most consolidation platforms limit your capabilities to the one or a few vendors chosen on the back-end. Make sure you retain the freedom to select your own vendors as your business grows and evolves”

Learn more »

 

Improve customer loyalty with AI

AI helps businesses recommend new products, automate supply chains, and personalize content. It is also a major driving force and a symbol of the ongoing digital revolution, providing brand-new marketing and customer engagement opportunities. This white paper from Comarch, takes a closer look at the latest features of AI and Machine Learning and explains why those functionalities are now making such an impact on everyone’s approach to digital loyalty.

Read more »

 
MarTech Minute
 

Suzy closes Series C funding with $12 million

Suzy secures $12 million Series C. Consumer insights platform Suzy announced the close of $12 million in Series C funding. The round was led by Bertelsmann Digital Media Investments with participation from Foundry Group and Triangle Peak Partners. “Suzy addresses a real need across numerous sectors. It provides a solution that’s sophisticated enough for the most seasoned researchers to use, yet easy enough for entry-level marketers to leverage with very little or no training,” said BDMI partner Sim Blaustein. “Their growth and traction within the enterprise speaks for itself and reinforces the value they are creating. For all of these reasons, we are excited to lead Suzy’s Series C.”

Broadsign partners with AdMobilize to provide AI to DOOH networks. The partnership between AdMobilize, an audience intelligence company that powers DOOH with real-time, fully anonymized AI, and Broadsign, a DOOH marketing technology platform, is expected to provide DOOH networks with integrated audience measurement solutions. The integration should allow media owners and advertisers to access data on a more granular level in relation to the specific audiences targeted by their campaigns. 

AspireIQ launches Pinterest Influencer Search. Used by enterprise brands as an influencer marketing platform, AspireIQ has launched Pinterest Influencer Search, enabling brands to discover influencers who align with their brand values. “Pinterest shows tremendous potential for brands looking to engage a wide demographic of users. But historically, brands have faced challenges discovering influencers who are the right partners for their brand,” said Anand Kishore, co-founder and CEO of AspireIQ. “AspireIQ’s new solution unlocks the ability for brands to run successful influencer campaigns on this fast-growing channel, turn browsers into shoppers, and drive more sales.”

Verizon Media unveils new ad placement tool. Verizon Media has launched Inventory Storefront, a new tool that gives advertisers access to “premium” programmatic ad opportunities via the Verizon Media DSP. “Advertisers can find exclusive opportunities like sponsorships, homepage takeovers, and special packages for Verizon Media’s owned-and-operated (O&O) brands as well as other premium partners,” writes Verizon. Advertisers using the Inventory Storefront solution will be able to browse ad opportunities offered by publishers that are part of Verizon Media’s programmatic platform which includes Verizon partners like Yahoo Sports, Yahoo Finance, HuffPost and TechCrunch. 

 

Overcome your marketing challenges at MarTech

Thousands of senior-level marketers like you are attending MarTech, April 15-17 in San Jose, to learn from experts who have been where you are and are ready to share first-hand experiences, advice, and solutions to help you succeed. Will we see you there?

Check out the agenda »

 
 
 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

How AI Enables Enterprises to Get the Most Out of Their Data – CMS Wire

‘It’s a prodigious problem’: How Google’s Jigsaw is sniffing out faked images – Fast Company

SaaS Acquisition: The Hidden Risks of a “Frictionless” Sign-Up Flow – Conversion XL

Agile software development is dead. Deal with it  – Silicon Angle

LinkedIn CEO Jeff Weiner to step down – Reuters

Microsoft’s Surface chief now leads Windows and hardware – The Verge

EMarketer: Voice shopping is growing more slowly than expected  – Mobile Marketer