The MarTech Alert
1.4K views | +4 today
Follow
Your new post is loading...
Scooped by CYDigital/marteq.io
Scoop.it!

Your CMS Is NSFW - HubSpot

Your CMS Is NSFW - HubSpot | The MarTech Alert | Scoop.it
Marketing leaders must coordinate with developers and IT teams to manage their website’s ecosystem, while ensuring frontline teams can make content updates and build pages. Layered on top of these considerations are a plethora of new technical requirements:

We need to connect our website with an ever-growing array of tools and technologies, via integrations, plugins, and custom development.
We need to use roles, permissions, and content partitioning to create clean workspaces for our teams as they become more specialized.
We need to ensure that site performance does not degrade as more visitors and more content expand our website’s footprint.
We need to personalize a rich end-to-end online experience for all of our website visitors, with capabilities like membership logins for customers, contextual content for leads, and ungated content for customers.
We need to be confident in our website’s security, incorporating functionality like SSO, SSL, and custom configured CDN to keep our business’s and our customers’ data safe.
CYDigital/marteq.ios insight:

Granted this is a post that promotes HubSpot's new CMS, however, the description of the need for a sensible CMS is absolutely valid and spot-on.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

New CA Privacy Rights Act CPRA Makes 2020 Ballot - National Law Review

New CA Privacy Rights Act CPRA Makes 2020 Ballot - National Law Review | The MarTech Alert | Scoop.it
The organization known as Californians for Consumer Privacy announced yesterday that it successfully secured enough signatures to qualify adding the California Privacy Rights Act (“CPRA”) to the state’s November 2020 ballot.  The group’s founder Alastair Mactaggart is a well-know public figure who was the driving force behind the infamous California Consumer Privacy Act of 2018 (the “CCPA”), which just went into effect in January.  We previously reported on the latest CCPA developments and litigation trends at length here. 

As of yesterday, over 900,000 signatures were secured from Californians, and still counting.  

The CPRA was introduced in order to amend the CCPA—the law, which has been widely criticized for its overbroad definitions, ambiguous language, and overall lack of clarity.  The CPRA, therefore, aims to expand the privacy rights of California residents and to further increase the companies’ compliance obligations.  
CYDigital/marteq.ios insight:

More forthcoming! Please click through to see the details.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Council Post: 16 B2B Tech Marketing Trends On the Rise In 2020

Council Post: 16 B2B Tech Marketing Trends On the Rise In 2020 | The MarTech Alert | Scoop.it
6. Intent Signals: We are doubling down on intent signals, using search analytics to guide our prospecting and digital advertising spend. We are fishing where the fish are biting. No more standing on the dock waiting for the fish to swim past (our website). Data-driven ads and outreach are increasing connections, meeting setting and hopefully downstream conversion. - Andrew Kokes, HGS

7. A Focus On First-Party Data: Many of the leading business-to-business technology companies are placing increasing importance on cultivating direct marketing relationships with prospects, as opposed to buying leads from third parties because of changing regulation (GDPR, CCPA, etc). As a result, B2B technology companies are investing more in developing their own tech stacks that are integrated cross-channel with DMPs and CDPs. - Brian Lee, Unleash Your Identity

9. Increased Focus On Data Privacy: There is probably no bigger shift happening in marketing (both B2B and B2C) than the continuously evolving data privacy landscape. B2B marketers are used to leveraging a lot of customer and prospect data in their campaigns, but new regulations are forcing companies to take a hard look at the data they collect and store. Marketers need to pay close attention to how this impacts their capabilities. - Tom Wozniak, OPTIZMO Technologies, LLC

12. Heavily Personalized Communications: Your potential clients and customers have unique personas, identities and preferences; treat them that way. Make sure to go beyond simple variables in your communications. One of the reasons our company keeps heavily investing in our employee benefits virtual assistance is its ability to hyperpersonalize communication at scale. Design your communications for an audience of one. - Rick Ramos, HealthJoy
CYDigital/marteq.ios insight:

Here are the four that are hyper-relevant to today's cost- and legislative-prohibitive environment. And to achieve all four? Provide your consumers with the ability to capture and control all of their data. BTW: FORGET first party data! Go right to ZERO PARTY DATA!

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The Rise of the PrivacyTechs - CPO Magazine

The Rise of the PrivacyTechs - CPO Magazine | The MarTech Alert | Scoop.it
In order to support companies in this journey of adaptation, the so-called “PrivacyTech” began to emerge between 2016 and 2017, aiming at a promising market for companies that need solutions for privacy protection and personal data management.

Creating an effective privacy framework requires cultural change. A change that takes time and offers benefits that are not always immediately visible, but many companies and, in fact, shareholders are not patient and expect immediate results. Investing in technology for privacy (PrivacyTech) costs money. For an organization to spend money, there must be a benefit, and for many, the benefits are not yet tangible.
CYDigital/marteq.ios insight:

PrivacyTech's benefit is steered by legislation, i.e., you don't have a choice.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Why marketers need to talk about identity resolution right now | Ad Age

Why marketers need to talk about identity resolution right now | Ad Age | The MarTech Alert | Scoop.it
From a brand perspective, the phase-out of cookies means it’s time to look at customer identity more holistically. Customer identity is about more than just onboarding or linking device identifiers. It’s a way to fill in the blanks around your customers. It’s not the end game in and of itself, but an important tool in your arsenal as your brand seeks a better understanding of its current and potential customers.

 
As the industry moves into a cookie-less future with higher levels of data privacy, good identity resolution will provide three things: quality, transparency, and flexibility. Brand owners should use those three standards to assess their customer identity solutions.
CYDigital/marteq.ios insight:

So much technology being thrown at solving the ever-changing privacy environment that the most obvious answer is oft overlooked: give ownership to consumers. When that happens, watch the marketer benefits flow.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

How marketers can balance privacy and personalization | Ad Age

How marketers can balance privacy and personalization | Ad Age | The MarTech Alert | Scoop.it
Organizations are focusing data investments on the pursuit of a holistic cross-channel understanding of peoples’ and households’ data identities. Spending on identity-related data has grown over 50 percent in recent years. But understanding and resolving identity requires personally identifiable information and therefore can cause heartburn for those new to directly handling this type of data.

It makes sense that most media companies and ad tech and martech providers have chosen to stay away from directly handling consumer data. But those same companies know this: Without partners that directly manage consumer data supporting them, they’d be in trouble.

An accurate, reliable foundation of identity underpins the push-pull balance of privacy and personalization. Without a detailed view of data identity, the marketing ecosystem can accomplish neither.
CYDigital/marteq.ios insight:

When marketers give consumers control over their data, and permit marketers to access any part of that data, the privacy/personalization balance is achieved.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

6 tips for optimizing your personalized marketing efforts | Ad Age

6 tips for optimizing your personalized marketing efforts | Ad Age | The MarTech Alert | Scoop.it
1. Have reliable creative asset templates.
2. Choose the right technology.
3. Pick your targets carefully.
4. Tap into emotional insights.
5. Leverage artificial intelligence.
6. Understand the limits of personalization.
CYDigital/marteq.ios insight:

Note #3: the better approach is to let your targets pick you! Reverse the process!

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Why Blockchain Occupies a Unique Seat at the Advertising Table | MarTech Advisor

Why Blockchain Occupies a Unique Seat at the Advertising Table | MarTech Advisor | The MarTech Alert | Scoop.it
Blockchain can fundamentally transform the digital marketing space in this regard—it provides the means for recording reconciled transactions on a decentralized ledger, thereby eliminating data duplication. This then serves as immutable proof of a transaction or event having taken place meaning that campaign success cannot be falsified after the fact. By employing smart contracts in the process of tracking and reconciling published ad campaigns, stakeholders can ensure that only impressions that have been verified according to parameters encoded in the contract are being paid for. Payments can also then be automatically distributed to relevant parties based on factors such as when and where an ad was shown, who saw this ad, and whether the viewer interacted with it.

The cost-efficiencies are clear here, but the prized benefit perhaps is the ability for blockchain to introduce the sorely needed end-to-end transparency to programmatic campaigns. This ensures that stakeholders are only paying for ads that have been served on platforms that are viewable, brand-safe, and fraud-free. Simultaneously, stakeholders have better insights on which to act, enabling them to optimize their campaigns in real time and ensuring that their marketing budgets are well-spent.
CYDigital/marteq.ios insight:

Only scratches the surface as to how blockchain can be applied to marketing...and martech.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

How the Pandemic Is Pushing Blockchain Forward - HBR

How the Pandemic Is Pushing Blockchain Forward - HBR | The MarTech Alert | Scoop.it
It has taken the Covid-19 pandemic to push through the obstacles to blockchain adoption. The virus has revealed the weaknesses in our supply chains, our inability to deploy resources where they are most needed to address the pandemic, and difficulties in capturing and sharing the data needed to make rapid decisions in managing it. Blockchain solutions that have been under development for years have been repurposed and unleashed to address these challenges.

To use blockchains — and other technologies — to help build a better future, leaders must protect data privacy and be transparent about data usage. Too often, crises can prompt widespread erosion of individual freedoms. Lest one forget, after 9/11, the U.S. passed the Patriot Act to fight terrorism, but that greater aim came at a cost to our individual liberties. The power of blockchain is the ability to share data without revealing personal information, if they are designed to do that. As we fight this pandemic, we urge leaders to follow the examples of Rapid Medical Parts, MiPasa, Tymlex, and Civitas: design blockchain solutions that capture and secure the data our decision makers need without eroding our democratic values.
CYDigital/marteq.ios insight:

Focuses on how blockchain is being used to shore-up the supply chain relative to Covid-19. Note that using blockchain for supply chain and validating digital advertising performance are the obvious use cases. Far more lurk beneath the surface.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Consumer Data Privacy: What SMB Owners Must Know - Business.com

Consumer Data Privacy: What SMB Owners Must Know - Business.com | The MarTech Alert | Scoop.it
One of the conclusions that can be drawn from this legislative activity, and one of the most significant trends in 2020 is that privacy will become a business differentiator. That means that the health and reputation of a business will now in large part factor in its ability to protect individual personal data and to guard against potential data hacks. 

Consumers themselves support this notion, as more than 80% of those surveyed say that they have become increasingly aware of how businesses are using their personal information, and 75% admit that they have become less likely to trust companies with their personal information over the past year. 
CYDigital/marteq.ios insight:

It includes a quick review of the states that are leading the data privacy charge.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Council Post: Can Consumer Data Privacy Coexist With How Businesses Want To Use Data? - Forbes

Council Post: Can Consumer Data Privacy Coexist With How Businesses Want To Use Data? - Forbes | The MarTech Alert | Scoop.it
The last few years have seen the advent of data management, analytics and intelligence platforms that use artificial intelligence (AI) and machine learning (ML) to analyze consumer data without accepting, analyzing or storing personally identifiable information (PII) of any kind. This is an important development because tools like this can provide the same insights that previously required raw data and consumer PII. The difference is that new tools use more advanced mathematics.

When used correctly in this way, AI and ML offer a powerful way to provide consumer data analysis (on enormous volumes of data from across an organization) while simultaneously maintaining data privacy and security by not transferring any PII data.

They create the possibility of the best of two worlds: flexible, scalable customer data analysis to support your data-driven business model, as well as the security and customer privacy required to maintain a viable business.
CYDigital/marteq.ios insight:

In short, the answer is a resounding NO. It's diametrically opposed. Legislation is making it so. The right response? Give the consumer ownership of their data, and a means to control it. 

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Where federal privacy bill stalls, Covid privacy bill takes shape - Politico

Where federal privacy bill stalls, Covid privacy bill takes shape - Politico | The MarTech Alert | Scoop.it
WHAT’S NEXT FOR THAT GOP-LED COVID-19 PRIVACY BILL? — Senate Commerce Republicans on Thursday announced plans to introduce an online privacy bill targeting companies that are collecting personal information to track the spread of Covid-19, as Cristiano reported for Pros. The move brought some new life to the committee’s stalled efforts to advance data protection rules. Sen. Marsha Blackburn of Tennessee, one of the Republicans behind the push, said she expects the legislation to be introduced as early as next week and for it to move forward outside of another potential coronavirus relief package.

— One early review is in: Public Knowledge is not a fan of the plan. “This bill provides little protection for Americans’ privacy during the COVID-19 epidemic,” said Sara Collins, the consumer group’s policy counsel. “Companies may still profit from selling health information or geolocation data, and are allowed to infer who has been diagnosed with the novel coronavirus.”

FTC’S WILSON: LACK OF BROADER, NATIONWIDE PRIVACY LAW IMPEDES COVID-19 RESPONSE — Without a federal consumer privacy law, companies have had to guess whether data uses related to the pandemic pass muster, FTC Commissioner Christine Wilson said Thursday. “The lack of a federal privacy law has been a hindrance to the response to Covid-19,” she said at an event hosted by USTelecom. “An established federal law would have helped companies know when they are being asked to cross the line.” Companies that are collecting data related to the coronavirus should clearly disclose to consumers what is being collected and when it will be deleted, she said, and pandemic-related data should be segregated from other information.
CYDigital/marteq.ios insight:

This pertains to U.S. Senate legislation to be introduced shortly regarding what data can be collected during the pandemic. Critics respond that it weakens existing FTC regulations. FWIW: for now, legislation at the state level usurps anything done at the federal level.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

2019 Consumer Data Privacy Legislation - NCSL

2019 Consumer Data Privacy Legislation - NCSL | The MarTech Alert | Scoop.it
This web page discusses consumer data privacy legislation in the 50 states.
CYDigital/marteq.ios insight:

It's through the beginning of 2020, but it's a good starting point (note that many privacy legislative actions at the state level have been put on hold due to the pandemic). Also see https://www.ncsl.org/research/telecommunications-and-information-technology/state-laws-related-to-internet-privacy.aspx.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Who's Data is it Anyway? - Silverbullet | CMO Research Paper

Who's Data is it Anyway? - Silverbullet | CMO Research Paper | The MarTech Alert | Scoop.it
Despite the wheels being set in motion when it comes to building a data-centric businesses, it would not be outlandish to say that brands might struggle to fully achieve this due to ongoing shortages of data skills across the marketing industry as a whole.



Almost half of UK CMOs (45%) estimate poor data handling risks costing their business between £250,000 and £5m everyyear

Only 27% of CMOs say the industry is 'ahead of the game’ with having the skills needed to deal with customer data privacy

Almost three in four (74%) people are more concerned about the privacy of their personal information compared to this time two years ago

Over half (55%) of CMOs believe they are tapping into just 40% or less of their first-party data’s potential.

 

This paper explores the challenges brands need to overcome in order to manage data more effectively and build consumer trust, at a time when consumers are hugely concerned about privacy.
CYDigital/marteq.ios insight:

Although UK focused, we believe the finding are applicable to the US side of the pond. And to answer the question: it's the consumer's data, and it's far more advantageous for the marketer to consider it as such.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Coronavirus Pandemic Is Reshaping Blockchain Companies’ Roadmaps - Cointelegraph

Coronavirus Pandemic Is Reshaping Blockchain Companies’ Roadmaps - Cointelegraph | The MarTech Alert | Scoop.it
It seems that the roadmaps from the top 20 crypto projects in terms of capitalization have been unaffected by the coronavirus. This can be explained by the fact that the launch of the main critical updates planned for 2020 is carried out by the blockchain, not by people, and the employees involved are used to working in a decentralized way.

The restrictions and economic problems caused by the coronavirus have left many token sales without investments, while forcing others to postpone their launch. The latest report by ICOBench shows that the investments raised by projects over the period of the last week of January to the first week of February are considerably lower, compared with the same period last year.

Major cryptocurrency exchanges such as Kraken, Gemini, OKEx and Bitstamp seem to remain unaffected by the coronavirus pandemic, reporting a surge in user sign-ups and trading volumes. Binance’s futures monthly trading report revealed an 85% increase in trading volumes across the exchange’s futures perpetual contracts for January 2020. 
CYDigital/marteq.ios insight:

Blockchain continues to move forward, as it is a natural decentralized application managed within a decentralized process.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

A world without third-party data: The end of personalized marketing? - ClickZ

A world without third-party data: The end of personalized marketing? - ClickZ | The MarTech Alert | Scoop.it
• Apple Safari just announced it has blocked all third-party cookies as of March 2020, beating Google Chrome’s announcement that it will phase out third-party cookies by 2022.
• Data collection and use as we know it is changing rapidly, and it behooves savvy marketers to get ahead of the inevitable restricted access to third-party data and find other ways to get the data they need.
• Companies still have access to first-party data, which is data collected by a company on its website for its own use. The only restriction here is that the company must follow privacy regulations for ensuring transparency, right to correct, delete, etc.
• Zero-party data is data that a customer voluntarily and knowingly shares with a company. It might include preferences, intent or interest, or self-classification/identification within a particular group.
• The key to zero-party data is that the consumer has total control over what information he/she/they gives a brand. It is completely transparent and therefore there is no confusion over permission.
• A more transparent, helpful approach of asking for information to tailor customer experiences (in a user-friendly, conversational manner) will not only result in more accurate data, but potentially in stronger, more trusting and mutually beneficial relationships with customers.
CYDigital/marteq.ios insight:

Not the end of personalized marketing, but significantly improved personalized marketing when the consumer is given complete control over their data, and is willing to share it for a reward.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

KFC to use blockchain for tracking digital advertising - Ledger Insights

KFC to use blockchain for tracking digital advertising - Ledger Insights | The MarTech Alert | Scoop.it
Fast-food chain KFC recently announced it is adopting blockchain for digital advertising and media buying in the Middle East. Colonel Sanders aims to improve advertising data transparency and reduce the risk of fraud and will be working with Omnicom marketing agency Hearts & Science MENA to roll out the solution.

A common problem is the low conversion rate. But a significant issue is that only a small percent (52%) of advertising clicks can be verified. That’s partly because there are so many intermediaries between the advertiser and the publisher. This lack of clarity about whether a particular campaign is working results in a waste of money. Meanwhile the challenges of tracking advertisements increase the risk of fraud. 

Leveraging blockchain, KFC aims to access real-time data from its ad campaigns. This improved transparency would enable the firm to increase brand visibility and monitor ad distribution. On the other hand, a shared database of advertising placement and delivery would reduce the risk of fraud in the digital ad supply chain. 
CYDigital/marteq.ios insight:

Another big brand embraces the benefits of blockchain.

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

How to Use a DMP to Improve the Customer Experience | CustomerThink

How to Use a DMP to Improve the Customer Experience | CustomerThink | The MarTech Alert | Scoop.it
Data Management Platforms have emerged over this past decade as the leading digital segmentation technology for media deployment, audience extension and customer behaviour analysis in near real-time. Using mostly graph-based data collection and marketing AI algorithms, a DMP can collect, match and deploy 1st, 2nd and 3rd party data.

CYDigital/marteq.ios insight:

A primer on DMPs.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

How Blockchain is Having an Impact on Digital Marketing? | CustomerThink

How Blockchain is Having an Impact on Digital Marketing? | CustomerThink | The MarTech Alert | Scoop.it
1. Granting the Power of Data to Consumers

2. Authentication and Transparency

3. The Confusing ad-spend Streamlined!

4. Keyword Tracking

5. No Traditional Social Media Surveillance

6. Better leads for Marketers
CYDigital/marteq.ios insight:

Keyword tracking makes perfect sense, as it is transactional. The use of blockchain would cut down on click fraud.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Marketing - Marketing in 2025: Five key trends that will drive the future - ET BrandEquity

Marketing - Marketing in 2025: Five key trends that will drive the future - ET BrandEquity | The MarTech Alert | Scoop.it
Blockchain is the latest buzzword around and is being touted as a technology that can bring dramatic transformation to a wide range of industries. Marketing is no different. With blockchain, marketing can address some of its biggest concerns and challenges. Resolving privacy concerns, increasing transparency in terms of identifying bots and building consumer trust are some of the key areas where blockchain’s potential is being evaluated currently. As with any nascent technology, there will be some challenges, pitfalls and learning in adoption. That said, by 2025 expect to see some innovative use cases of blockchain.
CYDigital/marteq.ios insight:

Again there's a theme regarding privacy and trust, two basic components to blockchain.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Why CMOs Need To Be Involved In Privacy Policy Creation - Forbes

Why CMOs Need To Be Involved In Privacy Policy Creation - Forbes | The MarTech Alert | Scoop.it
With transparency comes trust. Consumers believe they have little to no control over their personal data. According to the same above-mentioned report, technologies like IoT, edge computing, the cloud, and blockchain enable brands to behave in a way that can inspire consumer trust. Trust is a key element in customer experience, and brands that cannot provide a high level of trust cannot provide a high level of customer experience. It’s that simple.

CYDigital/marteq.ios insight:

Trust is inherent in marketing (or should be). And trust is one of the basic tenets of blockchain.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The Digerati discussions: Where will we see the next big wave of digital disruption? - The Drum

The Digerati discussions: Where will we see the next big wave of digital disruption? - The Drum | The MarTech Alert | Scoop.it
While it does promote the ease of automation, the programmatic supply chain is notoriously riddled with fraud and an abundance of third-parties that eat into buyers’ budgets and sellers’ bottom lines.

Blockchain could be the answer. Though it isn’t yet built to be a cure-all for digital advertising, blockchain technology could clear up the muddied, opaque supply chain.

“From an ambitious viewpoint, blockchain could possibly allow complementary parties to come together to share data in a safe and private manner for mutual benefit,” said Su Lin Tan, vice-president of operations at Carousell. “Standalone publishers could confidentially share their first-party data with each other, forming a formidable force to stand together against the duopoly, which has an unfair advantage due to their unparalleled data sets.”
CYDigital/marteq.ios insight:

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

How Blockchain Technology Is Shaping a New Future for Digital Marketing - TechFunnel

How Blockchain Technology Is Shaping a New Future for Digital Marketing - TechFunnel | The MarTech Alert | Scoop.it
At its core, blockchain is a kind of ledger that enables transactions between two parties while recording and time-stamp and online interaction without the need for third-party verification.

1. Market transparency
Blockchain, the encrypted, decentralized database of distributed and interlinked nodes, is particularly suited for integration with digital marketing. Blockchain promises to solve many of the issues that come with digital marketing, including data privacy, security and content monetization. The transparent nature of blockchain data also makes consumers feel at ease because companies cannot manipulate their data.

2. Eliminates the digital marketing middleman
Without blockchain, if a company wants to offer banner advertisements on its website it has to do so through Google AdSense so that no sketchy businesses will take over your ad space. Here Google processes the transaction and charges a fee for its part in the deal. Companies won’t have the need to go through a third-party platform such as Google with the blockchain structure. That’s because blockchain users can be verified through their networks. People would know they’re getting what they’re paying for as opposed to potentially paying for clicks that aren’t genuine.

3. Gives the consumer control of their own information
Marketers will no longer be able to extract customer’s information without their permission, rather will have to earn the customer’s consent, blockchain technology also allows consumers to charge for their contact information and attention. Thus giving the consumers full control over their information.

4. Data protection and security benefits
With rigorous data protection regulations like the GDPR coming into effect across all major markets, marketers can also leverage the blockchain technology to store large volumes of customer data securely.  Additionally, regulatory agreement to GDPR that will require marketers to take consent from their customers can also be managed through blockchain technology. 

CYDigital/marteq.ios insight:

Best summary that we've seen.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Blockchain: the Key to Realizing the Digital Industrial Revolution - Forkast News

Blockchain: the Key to Realizing the Digital Industrial Revolution - Forkast News | The MarTech Alert | Scoop.it
With blockchain’s inherent immutability and multi-party credibility, the technology has the potential to help transform traditional industries by linking up valuable assets such as medical receipts, commercial invoices, electronic contracts, warehouse bills, and digital identities.

Blockchain is also able to record the complete process of information flows between parties, significantly eliminate friction and the potential for fraud, and help individuals, companies and all of society become dramatically more efficient than before.    

Blockchain technology has already been explored and deployed by many other industries as well. Banking, insurance, investment management, and other financial services providers are using blockchain for digital certification and protection.

The applications of blockchain technologies are significantly enhancing the digital capabilities in our work and everyday life. By fostering greater trust and efficiency, blockchain technologies not only increase productivity but will also surely reshape the relationships between individuals and businesses and lead us to a real digital economy. For the billions of people and tens of billions of smart devices, that could mean hundreds of billions of smart contracts operating automatically and enabling global synergy significantly.
CYDigital/marteq.ios insight:

Note the attributes blockchain brings to the table.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Blockchain-based cross-border B2B Transactions to hit $4.4 Trillion by 2024: Juniper - Which50

Blockchain-based cross-border B2B Transactions to hit $4.4 Trillion by 2024: Juniper - Which50 | The MarTech Alert | Scoop.it
The total value of B2B cross-border payments immutably stored on blockchain will exceed $4.4 trillion by 2024; up from $171 billion in 2019, according to new data from Juniper Research.

Blockchain enables real-time clearing and settlement for B2B transactions, while offering increased transparency and reduced costs.

The new research, Blockchain: Key Vertical Opportunities, Trends & Challenges 2019-2030 revealed that financial institutions will save $7 billion by 2024, due to the automation of ‘Know Your Customer’ checks, allied to the involvement of blockchain in identifying users via self-sovereign identity.
CYDigital/marteq.ios insight:

Oh, just a minor jump(!).

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

No comment yet.