Good morning, Marketers, and can politics be an exact science?

Is electoral politics, in particular, susceptible to data-driven strategies? In 1960, at least, the Presidential historian Theodore H. White thought not: “Men must always act on the basis of uncertain fact, must make their judgments…by instinct and experience shaped years before.” Politics cannot, he said, “be left to great impersonal computers.”

How wrong he was—and I do mean back in 1960. In a terrific piece in the current New Yorker (August 3 & 10, 2020), Jill Lepore tells the story of Project Macroscope, run by a Mad Men-ish outfit calling themselves Simulmatics. Based even on limited data, slowly processed through a big old mainframe, the results of the project demonstrated that the Democratic Party needed a serious civil rights platform, and—perhaps less obviously—that JFK should emphasize his Catholicism to win over supporters of religious tolerance. The anti-Catholic vote was already baked in.

If you feel like a look back at the prehistory of segmentation, targeting and predictive analytics, this is recommended.

Kim Davis
Editorial Director, MarTech Today


5 questions: Forecast 2021 poll still open

A week ago, we posed five questions about planning and budgeting for 2021—a year which raises unprecedented challenges for both B2B and B2C marketers. We’re reviewing the results with interest.

So far, there’s some very interesting data, especially with respect to virtual events, plus a few responses where there are no surprises (a small minority of respondents are confident they won’t take any budget hits).

But let’s not spoil the surprises, because we want to extend the opportunity to have input for at least a few more days. It will take five minutes or less to answer five questions, and we think it’s an important topic: please share your views here.


Marketing Operations Tech Stack Essentials

A well-oiled marketing operations function helps keep marketing efforts aligned and on track. In order to do its job, Marketing Operations (MOps) needs the right mix of tools and processes. In this eBook, Allocadia discusses the five core responsibilities of MOps, and the four systems that help the team execute.

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Release Notes

Neustar launches Fabrick

Neustar recently announced the launch of Fabrick—an ecosystem rather than a unitary solution. With third party-cookies on their last legs, the aim of Fabrick is to replace single perishable identifiers with persistent identifiers stitched together from a wide variety of data sources.

The persistent identifier will be based on components such as name, address, phone number, or encrypted or hashed email. This is insufficient data, of course, for real-time retargeting based on web behavior or other intent signals. For this reason, Neustar is working with contextual data providers to create a marketplace of user information.

Product marketing director Devon DeBlasio explained: “”If you visited a website and didn’t self-identify, a contextual data provider is going to look at some behaviors on the website, put that into a bucket of, say, a thousand users, and an anonymized version of your interaction with the website will be provided—through a real-time API—to another provider, who will create some sort of trigger-based engagement that will provide you with some more information or an ad.”

Why we care. This initiative reflects the growing realization among martech and adtech vendors that innovation is needed to meet the challenge of the post-cookie and privacy-driven world. Many vendors are on the journey to creating multi-source ecosystems of this kind.

Read more here »


IAS becomes first to integrate with Google Ads Data Hub for brand safety and viewability

Integral Ad Science (IAS), an industry leader in digital advertisement verification, and member of the YouTube Measurement Program, has become the first verification company to integrate with Google Ads Data Hub, the ad data platform with strict privacy restrictions. The Ads Data Hub allows advertisers to monitor performance, but limits access to user data.

The Google Ads Data Hub with IAS will offer:

Advanced viewability metrics;
Fraud detection; and
Brand safety monitoring.

The integration will be the start of establishing new data privacy best practices. “Marketers are now even better equipped to provide quality advertising experiences for YouTube audiences while maintaining a high degree of data privacy,” said IAS CEO Lisa Utzschneider.

Why we care. As the industry leader in digital advertising, it’s important that Google set high standards for user privacy, while allowing advertisers to understand performance.

Other announcements:

Social media analytics market review released
Amazon selects virtual office vendor
Cisco completes acquisition to enhance digital delivery of applications

The Do's and Don'ts of connected TV measurement

Sponsored by SteelHouse

Any approach that measures CTV in a similar way to linear TV is already misguided. Linear TV measurement is inherently abstract due to the limitations of broadcast TV. All of the impressive technology in the world of linear TV measurement is deployed to enable statistical modeling, not to deliver precise analytics. CTV, on the other hand, is simply digital programmatic advertising but with a TV commercial as an ad unit instead of a banner ad. And its measurement functions much in the same way – it’s not saddled with linear TV’s limitations, but rather uses digital measurement that offers precision over guesstimates.

As with any other digital marketing channel, marketers have expectations when it comes to measurement. It should give a view into the whole customer journey, it should track conversions, and it should be accountable in 3rd party analytics solutions – and CTV delivers on those needs.

Read More »


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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 global internet is a mirage – New York Times

Tech giants back legal challenge to Trump’s foreign worker restrictions – Reuters

U.S. Treasury chief says TikTok cannot continue in present form – Reuters