Daily News: Walmart Grows as Advertising Force, Second vs. Third-Party Data, Opportunity with Audio

Here is today’s roundup of news related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

With Amazon looming, Walmart quietly grows as an advertising force (August 18, 2017)
Digiday: “Walmart is also a growing advertising platform that touts its ability to connect online consumer behavior and a mountain of in-store sales data.”

Why Second-Party Data Is More Valuable Than Third-Party But Activated Less Today (August 18, 2017)
AdExchanger: “Second-party data is far more valuable but traditionally has been harder to activate and manage.”

Tuning into podcast sponsorship, programmatic audio and native audio sponsorships (August 17, 2017)
MarketingLand: “Just like in the early days of paid search, online audio is providing big opportunities for marketers.”

P&G Pulls Away From Some Digital Ads, Talks Traditional Plans (August 17, 2017)
Inside Radio: “Procter and Gamble is bucking the trend of brands shifting large swaths of their marketing budgets to digital media.”

Ad Agencies Abandon Print in Q2 (August 17, 2017)
Marketing Charts: “Ad agencies continued a familiar theme in Q2, upping their digital ad spending by double digits (11%) year-over-year.”

Dynamic Search Ads pilot in Bing Ads now open to all US advertisers (August 17, 2017)
Search Engine Land: “Ads are automatically matched to queries based on advertisers’ website content.”

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