Martech Roundup Part 2, November 2020: Nielsen Introduces New ID Resolution System, 73% Marketers Feel IDFA Updates Will Have Negative Impact, and More

This is the final Martech roundup of the top product launches, surveys, and partnerships in November 2020

As the world inches closer to bidding adieu to a year filled with unexpected and mostly undesired disruptions, customer experience and trust took center stage this year. This is reflected in several studies, product launches, and strategic partnerships in the Martech space. For example, Adobe Sensei added new capabilities to help retail businesses using Magento to provide highly personalized experiences to customers. Narrative partnered with Killi to provide customer-approved personal data to their clients committed to the ethical and innovative use of these data sets.

Read more about these and other big news items we tracked this November.

Table of Contents

Top Martech Product Updates – November 2020

Nielsen introduces new ID resolution system covering audience and outcomes measurement

Nielsen unveiled its new identity resolution system that will support its audience and outcomes measurement products. The ID resolution system will power cross-media measurement, including digital, in a cookieless world. With the new ID methodology, when an individual views an ad, advertisers can be confident that the audience count is deduplicated as well as measured across all platforms. These platforms include PC, television, and mobile. Demographics and outcomes are validated accordingly. The new ID resolution system utilizes persistent and device-agnostic identifiers, which enable Nielsen to verify demographic characteristics and viewership over time.

“By underpinning our audience and outcomes measurement products with our unique ID resolution methodology, we are futureproofing our business and products from ongoing technology and regulatory changes,” said Mainak Mazumdar, chief data officer at Nielsen. “Backed by Nielsen’s gold-standard panels, we are building the blocks for a privacy-centric, flexible approach to measuring individuals’ exposure to ads across all media to power the media industry well into the future.”

Cision launches new analytics dashboards and interactive reports

Cision launched its new Analytics Dashboards and Interactive Reports solution, which provides communicators with an adaptable, intuitive, and clear way to showcase data. This solution further ties earned media back to business outcomes. The new solution also comprises Cision Impact data, validated audience reach, and resonance metrics in a single dashboard. Cision’s customers can now capture the details of who saw their news coverage and what they did to connect actions with revenue.

“In a year of unprecedented events and economic challenges, the pressure to prove the ROI of earned media efforts is intensifying,” said Abel Clark, CEO of Cision. “Working closely with our customers, Cision is solving one of the biggest problems PR professionals face with a faster and simpler way to gather business impact data and demonstrate the value they deliver to their organizations.”

Instagram adds new branded content options for Reels and Live

Instagram announced that it is adding new branded content capabilities, including Branded Content Tags for Reels and Live. These capabilities will expand revenue options for creators. With the new tags, creators can work out more deals with brands and generate more revenue from Reels content. Instagram is also making it possible for brands to promote branded content posts with product tags. Further, advertisers can now create Branded Content ads without the creators having to post organically on Instagram first.

“We are committed to helping creators turn their passion into a living on Instagram. In addition to newer tools like badges in Live and IGTV Ads, branded content remains an important way that creators can make money. Today we’re sharing updates that will make it easier for creators and brands to create, share and amplify branded content across Instagram,” the announcement said. “We continue to be inspired by the creators and brands that come together to partner on Instagram. We are committed to supporting this work so brands can continue to use the power of creator voices to tell their story while helping creators grow and make a living.”

Snap launches advertising product suite for app marketers

Snap Inc. rolled out a new suite of ad products specifically focused on app marketers. With this new launch, marketers focusing on user acquisition can use app installs as the primary KPI for their augmented reality (AR) lens campaigns. A new dedicated campaign flow enables marketers to drive more engagement and boost app conversions. The platform further introduced a minimum return-on-advertising-spend (ROAS) bid strategy. The strategy allows advertisers to reach the highest-spending Snapchat users by setting a specific ROAS.

“As consumers spend more time on mobile, brands of all types are reimagining how apps can drive business growth in response to rapid social and economic changes. Over the past year, Snap has doubled down on our Adtech to meet the needs of multichannel brands and app-only businesses alike. In a few short years, we have become a top-performing app advertising channel because of our dual focus on developer tools and ad experiences,” said Skye Featherstone, Snap product marketing manager for apps.

Adobe adds new capabilities to its real-time CDP to Help B2B brands

Last year, Adobe had launched a Real-time Customer Data Platform (CDP) for B2B brands. The company is now expanding the capabilities of its Real-time CDP. The CDP supports B2B workflows and data to help B2B brands create, manage, and activate unique people as well as account profiles. The new capabilities will be available early next year and enable teams to coordinate consistent, account-based experiences at scale across various channels.

“Having access to unified account profiles is a game-changer for B2B brands and is a capability that customers have been asking for,” said Brian Glover, director of product marketing at Marketo Engage, Adobe. “The expanded B2B capabilities will enable brands to combine multiple account records into a single account profile that updates in real-time and provides all the critical account-level information needed to provide the best account-based experience possible. Customers will be able to view unified account details, attributes, people, opportunities and more.”

Marchex launches Marketing Edge to enable brand marketers to drive sales conversations effectively

Marchex, a conversational analytics and solutions company, launched Marchex Marketing Edge, a new artificial intelligence (AI)-based solution for agencies and brand marketers. The solution enables them to tie revenue-generating conversations back to specific marketing campaigns. Marketing Edge captures conversational data across various communication channels and web form completions. It then uses AI-powered conversation intelligence to determine and classify conversations that drive sales. By tying these conversations back to their marketing campaigns, businesses can make smarter media buys.

“Accelerated by the hardships of COVID-19, today’s marketing and selling environment is creating many new challenges for winning and keeping customers, amplifying the need to break down barriers so that marketing and sales departments can work together more effectively to deliver improved customer experiences and outcomes for their business,” said Russell Horowitz, Marchex executive chairman, and co-CEO. “Marketing Edge enables businesses to stop wasting money on conversations that do not create sales opportunities and to instead focus on those that do, and Sales Edge Rescue provides them with the tools needed to ensure that more qualified conversations are converted into sales.”

Mapp launches elearning platform for marketers

Mapp, a provider of insight-led customer-engagement solutions, has launched a new online learning platform, Mapp Academy, for marketers. The training program is free of charge and will help marketing professionals use the company’s Mapp Cloud to help them achieve their marketing goals. The learning program enables partners, customers, and other interested people to acquaint themselves with Mapp’s product portfolio. Upon completing the training courses, users will earn a certificate.

“With Mapp Academy, we are establishing an interactive e-learning platform to help interested parties learn about how Mapp Cloud can provide concrete added value. Participants will learn how to make the best use of our products in the shortest possible time, in order to address end consumers in a targeted and sustainable manner and quickly increase the success of their digital marketing activities,” said Michael Diestelberg, VP product & marketing, Mapp.

Samsung Ads extends its programmatic offerings to European advertisers

Samsung Ads Europe announced that advertisers in Europe can now access the premium video inventory of Samsung Ads programmatically using their preferred demand-side platform (DSP). They can also directly access Samsung’s proprietary audience segments, powered by automatic content recognition (ACR). Advertisers across five countries – U.K., Germany, France, Germany, Italy, and Spain – can programmatically access exclusive Samsung CTV inventory on Samsung TV Plus. They will also be able to access a range of targeting and insight capabilities. All these mean that advertisers can manage their campaigns’ frequency and reach across Samsung CTVs using granular data.

“As TV viewership across linear and video on demand reaches new heights in 2020, it is clear that TV is still one of our most powerful tools for reaching the customer with engaging and effective advertising,” said Alex Hole, vice president of Samsung Ads Europe. “We understand that programmatic buyers want seamless access to premium CTV audiences, and they want the flexibility to run video campaigns via their preferred DSP. This latest evolution of our Programmatic offering means that we can now offer European buyers access to CTV programmatically and also harness the power of Samsung’s proprietary ACR data to reach light linear viewers, families, gamers, and drive guaranteed incremental reach, all via one deal ID.”

Top Martech Surveys and Reports in November 2020

73% of marketers believe IDFA protocols will have a negative impact – MMA Global and AppsFlyer survey

Appsflyer and MMA Global together released a survey report, Apple, IDFA and iOS14: New Challenges, New Opportunities for Marketers. The survey findings highlight the implications of iOS14’s privacy-related updates for marketers. The survey also found that marketers are still unfamiliar with the changes. But marketers who understand the changes mostly expect a negative impact on their capabilities. At the same time, as privacy becomes increasingly important, marketers also believe that probabilistic data will become more important as a solution for the next era of mobile marketing.

A few key findings include:

  • 37% of marketers have little or no understanding of the IDFA protocol. However, 28% are very to extremely familiar
  • Among those who are familiar with it, 73% believe that it will have a negative impact. 54% believe that at least half of all identifiers will be reduced
  • 74% agree that publishers will suffer revenue losses. 19% of advertisers may shift ad spending within mobile. 33% may reduce ad spend on mobile
  • Confidence in SKAdNetwork is very low due to concerns over the absence of KPIs, fraud risks, and measurement granularity
  • 80% of marketers believe that it somewhat to extremely likely that other mobile platforms will enforce similar opt-in approaches research finds an increase in social advertising spend by retailers in 2021 released a new research report, which outlines how retailers are spending marketing dollars on social media advertising. The report examines year-on-year (Y-o-Y) findings and how COVID-19 has affected social media advertising. It also explores 2021 marketing plans.

The report found that as consumers rapidly shifted from physical stores to online channels this year, brands looked to increase their online presence and advertising spending. In fact, the report found that 74% of companies that have an annual budget of $20 million or more allocate over 31% of the budget to social media advertising. In 2021, many companies plan to increase their advertising spends on social channels.

Here are a few additional findings:

  • Instagram is increasingly becoming a favorite platform among retailers. 90% of marketers bought ads on the platform this year compared to 56% last year
  • 72% agree that social media advertising creation and delivery involves several manual processes that are time-consuming
  • 56% say that having social media advertising and creative teams working more closely is one of their plans for 2021

Mobilesquared report finds brands would have wasted 99.9% spends on banner advertising this year

According to a report by Mobilesquared in association with Out There Media, brands would have wasted 99.9% of their digital advertising spends on banner ads in 2020. This highlights the low ROI of digital banner ads today. The study finds that for every $1 million invested, only $1,000 derives value for brands. If brands do not divert the budget to more impactful digital platforms such as Rich Communication Services (RCS), they may waste a whopping $917.2 billion on digital banner ads by 2028. The report also highlights the over-reliance of brands on the Google-Facebook advertising duopoly. Here are a few more key findings:

  • Brands will spend $329 billion on digital advertising this year, which will increase to $390 billion by 2022
  • Up to 74% of this budget will be allocated across seven brands; Facebook and Google will claim the lion’s share despite concerns over ad fraud, hate speech, data privacy issues, and brand safety
  • Despite brands spending 50% of their media budgets on Facebook, only 10% and 11% of consumers want to have brand communication via Facebook Messenger and Facebook, respectively
  • By the end of the report’s forecast period, a significant percentage of Android devices worldwide will be RCS users. At this point, brands can reach 61% of smartphone users via RCS, more than 2x of what Facebook or Google can reach today

Top Partnerships, Mergers, and Acquisitions in November 2020

Hootsuite announces new integration with Microsoft 365

Hootsuite announced a new integration with Microsoft Dynamics 365 for Business Applications. The integration will provide a robust suite of social capabilities for Microsoft customers. The integration enables marketers to enrich leads data with social information from Hootsuite. It allows businesses to engage with customers, refine their segmentation, and enhance leads as well as lead scoring models. The integration helps marketers to grow long-term relationships and build customer trust.

“Social data is more important than ever for customer journey mapping, and integrating social data into CRM systems, customer support, education, and so much more,” said Tom Keiser, CEO at Hootsuite. “This new integration helps businesses and marketers weave social data to the whole of the organization so they can leverage seamlessly.”

Narrative announces partnership with Killi to deliver first-party compliant data

Narrative, an enterprise data streaming platform, announced its partnership with Killi to provide first-party compliant data sets to customers committed to the ethical and innovative use of customer personal data. Killi provides consumers direct compensation in exchange for their personal data they are willing to share with marketers.

The partnership will provide business customers with direct access to Killi’s Fair-Trade DataTM solution, which contains comprehensive consumer-approved first-party data.

“For Narrative users and data buyers, creating innovative data sets that deliver a deep, real-time understanding of what is important to consumers, while including consumers in the transaction, is a home run for marketers,” said Nick Jordan, founder and chief executive officer of Narrative. “The partnership with Killi will allow us to deliver precise, intimate data sets that our users will not see from any other data providers.”

Adjust announces partnership with Adobe to enhance app marketing measurement

Adjust announced a premier-level partnership and technology integration with Adobe. By combining mobile application data with data collected across additional touchpoints, digital marketing clients can build a comprehensive view of the customer journey across all channels. This will enable marketers to make more informed and targeted decisions to maximize ROI and improve outcomes. Besides mobile measurement and attribution, the partnership will also provide marketers with fraud prevention and reporting solutions on a single platform.

“As a driver in innovation in mobile marketing, we are thrilled to become a premier level partner in the Adobe Exchange Partner Program, bringing actionable analytics and measurement, fraud prevention, and automation to leading businesses globally — and with a single platform approach Adobe customers are used to,” said Andrey Kazakov, VP partnerships at Adjust. “We are excited to see the business benefits both our current and future clients will see from this new relationship.”

Adobe Sensei further integrates with Magento Commerce to drive a highly-personalized online shopping experience

Adobe announced new integrations of Adobe Sensei, its artificial intelligence (AI) and machine learning (ML) technology with Magento Commerce. These integrations will help global merchants deliver highly personalized and more data-driven online shopping experiences to their customers. One of the features of this integration is the enhancement of Product Recommendations by adding new AI capabilities to a merchant’s toolkit. One of the capabilities is visual similarity recommendation type, which allows merchants to offer shoppers recommendations similar to the products they are looking for. It takes into account visual attributes such as size, color, shape, material, and more.

Another feature of the integration is the AI-powered live search. With this new feature, merchants will be able to add site search capability to their online store. They can provide lightning-fast results as shoppers type a search query. These results will become smarter over time as AI continues to analyze shopper behavior.

Top Martech Movers and Shakers in November 2020

Audi of America appoints Tara Rush the new CMO

Audi of America announced Tara Rush as its new chief marketing officer (CMO) and SVP. Rush will be taking up the new role effective December 1st. Over her 20-year career, Rush has worked across multiple industries and customer focus areas. She recently served as the Chief Communications Officer for the company. Before that, she worked with HEINEKEN USA as Chief Corporate Affairs Officer.

In her new role, Rush will be responsible for all U.S. marketing efforts, including retail marketing, advertising, brand partnerships, CRM, social media, and consumer experience. She will also oversee the brand strategy.

Ford announces Suzy Deering global chief marketing officer

Ford has hired Suzy Deering as the global CMO. Deering will be joining the company on January 4th, succeeding Joy Falotico. Deering will help the company execute its plan to unlock company and customer value in her new role. She will be the global leader for driving brand strategy and best practices, and modernizing marketing as well as developing marketing talent. She will also run all marketing operations in North America.

Deering earlier worked with eBay as worldwide and North America CMO, where she enabled a sharp increase in revenue over the last two years. Before eBay, she was the CEO of Moxie, a marketing solutions agency, and Verizon Wireless.

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