Good morning, let’s look back on display and adtech.

As we head into a new year, we’re taking stock of the changes and trends of 2019 that will help shape marketing in 2020. Today, we focus on display advertising and adtech news and trends with a selection of influential stories and a Pro Tip from the community.

Happy New Year’s Eve!

Taylor Peterson
Deputy Editor

1. Study: Which digital ad formats are most effective? by Taylor Peterson
A study found no correlation between ad viewability and effectiveness.

2. D2C brands are driving up customer acquisition costs and it’s time to course-correct by Taylor Peterson
How digitally-native brands can get new customers — and keep them — profitably.

3. Pump up the power of your display ads by Tom Costello
Combining native formats, audience targeting and AI can become an effective tool for achieving conversions with display ads when combined with search campaigns.

4. Google’s Chrome will change cross-site cookie handling, ‘aggressively’ tackle fingerprinting by Ginny Marvin
Though the cookie is exceeding its shelf-life, the change stands to further shake up marketers’ remarketing, analytics and attribution efforts.

5. Best practices for a new era of brand safety by Danny Macdonald
A good brand safety initiative should not be limited to the basic standards set by technology partners but a more comprehensive discussion of the brand’s needs.

6. Google Ad Manager adopting first price auctions for programmatic display, video by Ginny Marvin
The decision comes amid industry calls for greater transparency and simplicity in programmatic.

7. What Amazon acquisition of Sizmek’s Ad Server and DCO business might mean for advertisers by Taylor Peterson
The acquisition will give advertisers the ability to use Amazon’s data from searches and purchases to target audiences beyond its own properties.

Pro Tip Throwback

Back to Basics: Setting up triggers and variables in Google Tag Manager

“Google Tag Manager saves marketers and developers alike by allowing you to set up tracking codes for analytics and ad platforms through one simple interface,” explains SMX East speaker Tim Jensen of Clix Marketing. “Once you set up tags to fire tracking codes on your site, you can choose a trigger that will cause your tag to work. Triggers can be based on a number of actions such as pageviews, clicks, element visibility, form submissions, time on site, custom events and more. Choose the trigger you want, and then use the fields to specify criteria. For instance, a pageview trigger can fire when a URL is viewed. You can also add multiple conditions, all of which will need to be true before the trigger fires.”

“There are a limited amount of variables that appear in your options by default when setting up triggers in Google Tag Manager. If you want to delve into more precise customization, be sure to enable additional variables in the interface. For instance, you might want to target clicks for buttons that all have the same CSS class. You can check the box next to ‘Click Classes’ and you’ll now see this variable as an option.”

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The seven elements of a high-converting landing page

If you’re looking to gather leads for your business, you need to have a landing-page strategy. This guide from Sharpspring is written for any marketer looking to initiate or improve their landing-page strategy. It will guide you through the entire process of creating and optimizing landing pages, highlighting key points along the way.

Learn more »

Resource Spotlight

Digital Agency Survey 2019

Digital agencies have been on the leading edge of digital transformation, but they are not immune to the challenges of adapting to changing technologies, advances in automation and evolving client capabilities and staff skill requirements needed to evolve. Strategic services will become a greater priority as campaign execution and management becomes increasingly automated. Agencies are also sensitive to client in-housing trends, however, most agencies surveyed in our report were planning to add services in the coming year and hiring — or trying to. Many reported having trouble filling positions in a competitive market. 

Download your copy today »


Leftover 2019 budget? Put it to great use!

Register for SMX West before the year is over and join us February 19-20, 2020 in San Jose for a fabulous training and networking experience! Discover actionable tactics that can help you achieve your search marketing goals and connect with a thriving community of like-minded professionals. The experts at Search Engine Land have redesigned the agenda just for you, featuring 85+ unique sessions on SEO, SEM, and digital commerce marketing. Sharpen your skills, broaden your horizons, and prepare for what’s next: Register for SMX today!

Register now! »