Good morning, Marketers, let’s reminisce.

The story below which represents the beginning of a deep dive into the world of virtual events, combined with the ongoing heatwave here in New York, had me reminiscing about two of the last in-person events I attended in 2019.

In November, I was in New Orleans for Acquia Engage. Even in November, I thought New Orleans would be reasonably mild. So did everyone else, and none of us had the heavy coats which a howling, icy wind demanded. It was the zero-degree AC of the hotel, or the sub-zero heat outside.

More anticipated was the wintry weather at SiriusDecisions’ TechExchange, held in Denver in December. The hotel-resort even had a winter playground set up outside, with tobogganing, skating, and so on. I thought it was miserably cold back then. I could do with some of those temperatures now. 

Kim Davis,
Editorial Director

 
 
 
Release Notes
 

Button, a mobile commerce optimization platform, has developed a deep linking and app-tracking capability for affiliate channels through its new product, Reach. 

Button integrates with publishers to place calls to action within content, believing, as Button CEO Michael Jaconi has said, that “the internet of the future will be defined by actions, not ads.”

Deep linking creates a streamlined experience for users to go from a publisher’s content directly to relevant pages in apps or mobile websites, rather than being directed to the home page. This increases revenue for both publishers and brands. 

Most affiliate apps do not have the capacity for deep linking technology. Button’s Reach product offers both deep linking and app-tracking to affiliate channels.

Why we care. In addition to recognizing the importance of mobile commerce, developments like this respond to the growing consumer demand that brands engage with them and help them seamlessly find what they need fast, rather than just show ads to them.

 

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MarTech Minute
 

Real-time service to stop malicious advertising is launched

Escalated.io, an end-to-end ad-fraud solution provider of real-time IVT detection and anti-malvertising software, announced a new subscription-based software service designed to prevent malicious online advertisements known as malvertising. Malvertising can reduce revenue streams, have a negative effect on user experience, while tarnishing a corporate image and damaging internal corporate morale.  

The service is a single-pixel solution that blocks malicious advertisements in real time, along with offering a transparent reporting process to identify the source. The single pixel deployment allows companies to continue to collect advertisement payments while implementing the service. Ideal users are publishers, DSPs, SSPs, advertising networks, advertising services, exchanges and trading desks. 

Escalated’s new service comes with a seven-day free trial to entice new users. 

Why we care. Reputation management and a positive user experience will continue to be a major industry theme for the second half of 2020. Marketers should consider solutions which protect brand reputation and support a good user experience.

Other announcements:

 

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What we're reading
 

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

The Amazon critic who saw its power from the inside – New York Times

House Republicans want Twitter CEO to testify at tech hearing – Reuters

Facebook is taking a hard look at racial bias in its algorithms – Recode