How marketers can reduce overspend in digital advertising

A burning dollar note.

In the marketing and advertising space, 2020 was a transformational year. The huge growth in online retail and ecommerce brought about by the pandemic led marketing professionals to alter their strategies and dedicate more of their budget to digital channels. In fact, 76% of professionals in the marketing field are planning to increase spend on online video ads, while 70% are looking to invest more in social media stories and 68% on social media feeds.

The increased levels of...

3 May 2022 | Advertising

GumGum partrners with Ad Council to support Ukraine

Ukraine.

GumGum, a contextual-first advertising technology company, is working with the Ad Council on a new disaster and crisis relief effort that encourages audiences to give financial donations to the Ukraine Crisis Relief Fund through GlobalGiving.

GumGum is providing support to the Ad Council with GumGum Smile, a programme that enrols clients to contribute a portion of every advertising dollar towards the Ad Council’s social impact initiatives. This programme enables campaigns to get...

15 April 2022 | Advertising

LinkedIn snaps up Oribi to accelerate attribution technology capabilities

LinkedIn on a smartphone.

LinkedIn has entered into an agreement to acquire Oribi, an Israel based marketing analytics company, to further help customers gain actionable insights, make smarter decisions and drive business results.

Through the integration of Oribi’s technology into our marketing solutions platform, LinkedIn said its customers will benefit from enhanced campaign attribution to optimise the ROI of their advertising strategies.

As part of the agreement, LinkedIn will also open a...

1 March 2022 | Advertising

Quartile creates ‘largest cross-channel e-commerce advertising platform’ with Sidecar takeover

Quartile, an ad optimisation platform for top e-commerce marketplace sellers, has acquired Sidecar, a performance marketing technology provider for e-commerce retailers and brands.

The two companies will combine under the Quartile name, growing the brand into the world’s largest cross-channel e-commerce advertising platform. Both platforms apply machine-learning and natural-language processing to provide data-driven strategies and best practices to brand marketers while also...

15 December 2021 | Advertising

TVSquared launches cross-platform analytics solution in UK and Germany

TV Streaming

TV analytics firm TVSquared has launched its cross-platform measurement and attribution platform for all forms of TV, ADvantage XP, in the UK and Germany.

The scalable solution brings continuous and impression-based measurement of ad exposure and outcomes to TV campaigns across linear, streaming, and addressable TV.

By using smart TV viewership data and direct publisher integrations, TVSquared has a vast coverage of global converged TV, now including millions of British...

2 November 2021 | Advertising Technology

Cavai raises more than £6.5m for international expansion

A pound coin.

Cavai, a conversational ad tech provider, has raised £6.5m from a range of prominent investors including Norway’s two largest venture players, Investinor and Idekapital, and ad tech industry specialist FirstPartyCapital. 

The company plans to use the funds to bolster its offering in existing markets, develop its product portfolio, and expand in the US as it gets IPO-ready.

Alex Rahaman, a London based partner at Idekapital, who will join the board, said:...

19 August 2021 | Advertising Technology

Alfi research shows promising growth for programmatic advertising

Half of senior advertising executives expect spending on programmatic advertising to increase dramatically over the next three years.

This is according to a survey by the Florida-based artifical intelligence (AI) advertising SaaS platform, Alfi. The research also found that, when asked to pick the three most important benefits of programmatic advertising, 94% of those asked cited automation.

Programmatic advertising involves the automated purchasing and management of...

9 August 2021 | Advertising Technology

HubSpot: Chatbot usage more than doubled during the pandemic

Hello Sign

Chatbot usage in the UK has more than doubled since 2020, with a third of all marketers now using them to engage with customers.

The findings come from marketing software provider HubSpot’s 2021 Not Another State of Marketing Report, which surveyed 1,500 marketers globally, and found that marketing and social media priorities are shifting to match developing technologies.

Part of a wider trend in the use of automation, the report reveals the acceleratory effect of the...

23 July 2021 | Advertising Technology

Vimeo becomes first video software company to partner with TikTok

TikTok Logo

Video SaaS company Vimeo has joined TikTok Marketing Partners, a group of specialist companies that create, implement and measure ad campaigns on TikTok’s video-based social media app.

The partnership gives small and medium businesses (SMBs) access to Vimeo’s suite of video creation tools whilst simultaneously enabling them to take advantage of TikTok’s broad userbase.

Pre-release tests of both company’s capabilities saw participants able to double the number of...

20 July 2021 | Advertising

Omnichannel ad platform Mediaocean takes over Flashtalking

People shaking hands.

Omnichannel advertising specialist Mediaocean has confirmed it has acquired ad management platform Flashtalking.

The combined entity will infuse Flashtalking’s best-in-class solutions for primary ad serving, creative personalisation, identity management, and verification with Mediaocean’s modern system of record used by the world’s leading brands and agencies.

The announcement comes at a critical inflection point for the advertising industry as marketers seek...

15 July 2021 | Advertising