🔊 Rubicon Project and Telaria merge | Cloudinary integrates with Shutterstock

Plus, how to strike a balance between strategic targeting and audience size. Dec 20, 2019 Good morning marketers, and welcome to Friday! As the holidays approach, we want to thank you for reading and being a part of the Marketing Land community. Each day next week, starting with Monday’s newsletter, we’ll be highlighting noteworthy content from 2019 around key marketing topics through the holiday season. We hope you enjoy these special editions and wish you a joyous holiday and happy New Year! Now, on to the news. Ad tech firms[Rubicon Project and Telaria have agreed to merge]( in an all-stock deal, creating the largest independent sell-side programmatic platform (SSP). Per the terms of the deal, the companies plan to operate a single digital media buying platform that supports connected TV (CTV), desktop display, video, audio, and mobile inventory transactions. The combined forces could present an alternative to the so-called walled gardens of Google and Facebook, which Telaria CEO Mark Zagorski notes, “have been frustrating both buyers and sellers due to their lack of transparency, innovation bottlenecks, and conflicted business models.” Digital asset management (DAM) platform[Cloudinary has announced a new integration with Shutterstock]( that gives users direct access to their Shutterstock accounts from within the Cloudinary DAM. For now, the integration is only available to users who already have a Shutterstock account. In the coming months, Cloudinary plans to roll out the feature to all Cloudinary users – adding the ability to search, license, and download Shutterstock’s library – without needing to have a Shutterstock account. Keep scrolling for more news, including a look at which marketing executives are on the move. Taylor Peterson,Deputy Editor Pro Tip Strike a balance between strategic targeting and audience size “Brands often overlap their prospecting and retargeting efforts, delivering irrelevant messages for new and existing customers alike. This wastes dollars and delivers messages to the wrong consumers at the wrong time,” explains Andy Hardman of Rakuten Marketing. “Conversely, some campaigns don’t have a targeted audience at all. Without a clear sense of their audience or objectives, brands tend to struggle with purposeful targeting. In one audit of a new partner, we observed a previous campaign where ads were served to over 240 million people without any identified target audience. We’ve seen brands also target such a small audience they cannot reach their campaign target goals. Striking a balance between strategic targeting and audience size is a critical skill that brands need to master in order to optimize the reach and ROI of any social campaign.” [Read More »]( 6 of the best social listening tools for 2020 Sponsored Content from Awario Reading people’s minds is a questionable superpower; but the business benefits of being able to listen in on people’s thoughts are infinite. And while social media monitoring isn’t exactly about reading people’s minds, it’s as close to it as it gets. [Here are our top 6 picks for 2020.]( On the Move Pinterest hires head of monetization engineering, Twitter gets a new director of platform, HubSpot expands its C-suite Pinterest last week [announced]( Waleed Ojeil as the company’s new head of monetization engineering. Waleed joins Pinterest from Google, where he spent 14+ years leading teams in analytics, attribution, and measurement products. While at Google, Ojeil also oversaw the unification of web and application analytics. At Pinterest, he will report to the head of engineering, Jeremy King, and run the company’s ads engineering teams. Greg Lieber, VidMob’s head of partnerships and business development, is [joining]( Twitter as its new director of platform, according to Adweek. At Twitter, Lieber will be responsible for developing strategies that connect the company’s products to the market, as well as identifying strategic opportunities for the social network to grow and evolve its ads ecosystem. HubSpot has [named]( Yamini Rangan as its first-ever chief customer officer, tasked with uniting the company’s marketing, sales, and services teams. HubSpot says Rangan will be a key member of its executive leadership team, overseeing teams charged with accelerating the company’s business goals. Prior to joining HubSpot, Rangan was chief customer officer for Dropbox and spent time at Workday as its VP of sales strategy and operations. Don't miss out on Super Early Bird savings! Treat yourself (and your career) to an enriching training experience: Attend Search Marketing Expo February 19-20 in San Jose. You’ll access 60+ SEO, SEM, and digital commerce marketing sessions loaded with tactics to help you boost awareness, drive traffic, and increase sales. Book by THIS Saturday, Dec. 21 to save up to $700 off on-site rates… and put that leftover 2019 budget to good use while you’re at it! What are you waiting for? [Register now! »]( What We're Reading We've curated our picks from across the web so you can retire your feed reader [Are Your Cookie Consent Banners Hurting or Helping?]( – CMS Wire [The Simple Reasons Customers Avoid Loyalty Programs]( – Forbes [DMP Market Entering Period Of Volatility, According To Advertiser Perceptions]( – AdExchanger [NRF expects nearly 148M will shop on ‘Super Saturday’ this year]( – Retail Dive [How Facebook might change its political ad policy]( – Quartz [The state of social intelligence: 2019 year in review]( – Twitter Blog [Public comments show lingering problems with California’s data privacy law]( – VentureBeat [Facebook is building an operating system so it can ditch Android]( – TechCrunch [Marketing Land] []( [Want to advertise?]( This email was sent to {EMAIL}. [Unsubscribe]( [We respect your privacy.]( This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. 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