AdTech & Data Technology
AdTech and Predictive Analytics are offering amazing capabilities to marketers across sectors from social networks to digital media and business intelligence.
Verizon just paid $4.4 billion for AOL, and it wasn’t to send email to your grandmother. Verizon bought AOL for its ad tech business; the revenue from this business grew at over 40% last November and 21% in its most recent quarter reports the Verge.
With over 55% of U.S. internet usage now on mobile, and this so-called ‘Mobile Majority’ spends 86% of their time in applications. Add to that the trend of moving from three to five screens which requires an app centric environment that connects all these devices from phone and laptop to connected TV and wearable devices, all powered by apps.
AdTech has moved to the cloud, and is reigning down our many connected devices. The Adobe suite focuses on ad-buying, social, targeting, campaigns, and analytics, and Salesforce’s cloud encompasses email, mobile, social, advertising, and web components. Standing out by specializing in B2B exclusively, Demandbase offers a marketing cloud focused solely on the business-to-business marketing space.
With all the various ways we interact with our technology these days, the native advertising approach has become among the most effective way advertisers can engage with target audiences by matching the form and function of the platform on which it appears. But managing the advertising spend for native advertising has been a beast.
While Facebook has offered native ads via real-time bidding since 2013, the FB Exchange was focused on the social networking giant. Companies like Sharethrough served native ads to websites, mobile websites, and apps of about a hundred premium publishers, such as Time, Gannett, and Forbes, through a proprietary system, so advertisers could only work through the company’s sales team. But now, Sharethrough has launched a supply side platform (SSP), an independent platform to support a new standard for programmatically handling native ads.
Predicting who the best leads are and where you will find them to maximize all this cross device advertising is big business. Salesforce.com acquired RelateIQ last summer for $390 million. Salesforce.com acquired the potential rival in order to extend the value of its CRM apps and platform with a new level of intelligence across sales, service, and marketing.
Another similar company, EverString allows organizations to build predictive customer models using structured and unstructured, in-house and external data. Going way beyond what was possible with traditional lead scoring tools, EverString’s predictive analytics and big data offers marketers strategic ways to prioritize inbound leads, target high-propensity prospects, and optimize the advertising spend.
Despite the 12% fall in the value of public ad tech company stocks in the first quarter this year, Rocket Fuel and Fiksu layoffs, the pull back of the FBX ad exchange, and the investment by both Google and Facebook to build out their ad tech stacks, there remains a huge market. Spending on digital ads is estimated to amount to $171 billion worldwide this year alone, according to eMarketer; even if Google and Facebook account for roughly 40% of the spend in the sector, that leaves $70 billion in play.
All this spending, means jobs for savvy tech visionaries, developers, marketers, sales legends. Redfish works with many exciting tech companies in the sector, call today for talent or opportunities. Redfish Technology 208-788-8260 or place a job order online.