🎛️ Marketers look to adtech and agencies to solve the addressability problem

Data shows marketers investing more in video in 2022 [View in browser]( | [Share]() [Martech: Martech is Marketing]() Feb 10, 2022 Feb 10, 2022 Good morning, Marketer, and is the advertising industry in crisis? Perhaps more importantly, are brands completely tuned out? Spending time at the IAB’s Annual Leadership Meeting in New York City this week, I was impressed with the trade association’s determination to sound the alarm about the pincer movement that is threatening the industry’s future. On one side, the steady deprecation of technological means of tracking users across domains — chiefly the deprecation of third-party cookies — and on the other side, the growing support for eradicating user identity from digital marketing altogether, if necessary through legislation. The IAB’s objective is to get the entire industry working on a common response to these challenges. But cunning adtech fixes for identity tracking don’t sit easily with calls to use first-party data only. And meantime, one has the impression that marketers are content to carry on using third-party data until doomsday. One expects agencies and adtech to predominate at an IAB meeting, but I don’t believe I heard from one brand marketer in the audience (they were involved, if at all, as guest speakers). Are brands just waiting for someone else to tell them what their future segmentation and targeting strategies should look like? P.S. We’re still looking for your help with our [marketing salary survey.]() Kim DavisEditorial Director [Marketers look to adtech and agencies to solve the addressability problem]() IAB is striving to establish common standards and APIs for a no-tracking advertising eco-system, but the industry is pulling in different directions. [Read More]() [Does your organization really need a marketing automation platform?]() Though marketing automation goes beyond your average email platform, there is a lot to consider before adopting one for your company. [Read More]() [SparkPost Global Survey reveals 74% of marketing leaders concerned with impending privacy changes]() The annual email benchmark report closely examines how digital marketers and email marketers have adjusted two years into the pandemic and what digital marketing strategies they’ve leaned on to accelerate growth and connection with key audiences. [Read more]() [Data shows marketers investing more in video in 2022]() Over half of marketers are upping their video budget by 5% or more, Wistia found, meeting growing video consumption demands. [Read More]() [New MarTech Guide for 2022: Digital Experience Platforms]() Modern marketers are called upon to deliver coherent, customized and compelling user experiences to more devices and platforms than ever before. If you’re not able to deliver the kind of speed and user experience you require, a digital experience platform (DXP) can help. MarTech’s “Enterprise Digital Experience Platforms: A Marketer’s Guide” examines the current market for DXPs and the considerations involved in implementation. [Get your copy now!]() [What is digital asset management, and how are marketers using these platforms for file and workflow management?]() Digital asset management can play a vital role in your marketing organization, unifying online and offline marketing channels and leading to more efficient marketing resource allocation. [Read More]() [Discover cutting-edge martech solutions... without leaving your desk]() Grab your free MarTech pass now and join us online, March 29-30, to discover dozens of time-saving tools and technologies that will help your organization reach a new level of success. [Register For Free]() [IAB Europe agrees to change Transparency and Consent Framework for EU ad industry]() The ruling by Belgium’s APD for GDPR violations also included a 250,000 euro fine. [Read More]() Shorts Quote of the day. “Reminder: your job as a manager is to enable your team by giving them the tools, time and opportunity to SHINE. That’s it. It’s not about you.” [Hana Jacover](), director of marketing technology, Unreal Digital Group From Search Engine Land - [How marketers can create a holistic search strategy]() - [Google tests bulleted lists in ads]() - [Google gives more visibility to local news publishers]() - [Expect more messages in Google Search Console]() - [Microsoft Advertising launches Cruise Ads]() Know someone who would like this newsletter as much as you? Copy this link to share the MarTech newsletter via email, social, or text: [() [Martech: Martech is Marketing]() Reach the MarTech community. Learn about advertising/sponsorship [here](). This email was sent to {EMAIL}. [Unsubscribe.]() [We respect your privacy.]() This email was sent by MarTech - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 [Manage my subscriptions.]() © 2006-2022 Third Door Media. All Rights Reserved. Safelist us. [To ensure delivery to your inbox, add us to your address book.]()