Chief Marketing Officer, Scott Donaton, from Versus, an innovative entertainment and technology company utilizing proprietary AI for enhanced audience engagement, delves into the evolving landscape of consumer engagement. Discover how Versus gamifies content to transform passive interactions into interactive experiences, fueling fandom through engaging strategies. Gain insights on leveraging AI and interactive platforms to drive consumer engagement and brand differentiation. Explore the future of marketing in the digital age with Scott Donaton on this insightful episode. Show NotesConnect With: Scott Donation: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Chief Marketing Officer, Scott Donaton from Versus, an innovative entertainment and technology company specializing in transforming audience engagement using proprietary AI. Scott delves into the realm of competitive intelligence and marketing strategies, emphasizing the importance of understanding competitors to enhance your marketing business. Discover how engaging with perceived competitors can help identify your brand differentiators and elevate your marketing approach. Fueling fandom & creating better advertising experiences is the focus of today's discussion with Scott Donaton. Show NotesConnect With: Scott Donation: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

CEO and President of The Advertising Research Foundation (ARF), Scott McDonald, discusses the reasons marketers should not sleep on retail media networks. The growing influence of retail media networks on marketing strategies is the basis of today’s episode. Scott highlights their potential for short-term gains, emphasizing the value of first-party data relationships in targeting specific audiences more effectively. Show NotesConnect With: Scott McDonald: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

CEO and President of The Advertising Research Foundation (ARF), Scott McDonald, discusses attention measurement in the real world. The conversation revolved around the evolution of attention measurement in marketing, with a focus on the importance of using science-based approaches. Scott emphasized the need for a combination of art and science, and highlighted the limitations of viewability metrics. He also discussed the challenges of measuring attention, including the need for a consistent methodology and data source, and the importance of differentiating attention from emotion measurement. This episode concludes with Scott stressing the importance of understanding attention as a threshold variable that needs to be met for an ad to be effective. Show NotesConnect With: Scott McDonald: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Patricia Rollins, Head of Marketing at Typeform, delves into marketing data and customer experience. Traditionally, marketers have relied on static audience personas and targeted advertising, but this approach doesn't take into account the nuances of individual customers. Consumers today expect a more personalized experience, and with our access to data diminishing, marketers will need to focus on user behavior to fuel personalization. Today, Patricia discusses where customer engagement and user experience intersect.Connect With: Patricia Rollins: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Patricia Rollins, Head of Marketing at Typeform, delves into marketing data and customer experience. The deprecation of third-party cookies and the rise of AI are prompting a shift in marketing strategies. Ultimately, this presents an exciting opportunity for marketers to get clever about creating engaging content that offers value to consumers in exchange for better personalization and targeting. Today, Patricia discusses the state of marketing data and analytics.Connect With: Patricia Rollins: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Alexandra Theriault, Chief Growth Officer at Lotame, delves into navigating the evolving data landscape. For years, third-party cookies have tracked users across websites, allowing advertisers to target them with laser precision. However, with growing concerns about user privacy, third-party cookies are going away, and marketers will need to rely on alternative solutions to reach existing and new customers and measure campaign effectiveness. Today, Alexandra discusses the effects of third-party cookie deprecation.Connect With: Alexandra Theriault: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Alexandra Theriault, Chief Growth Officer at Lotame, delves into navigating the evolving data landscape. With third-party cookies disappearing, many new players are emerging with solutions for data collaboration. Now that companies must lean more heavily on their first-party data, players like Lotame are helping them join data sets in secure environments to gain richer customer insights for innovation and optimize marketing campaigns for success. Today, Alexandra discusses the rise of data collaboration.Connect With: Alexandra Theriault: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

President, North America and Speaker at Seedtag, Brian Danzis, delves into the benefits and challenges of implementing contextual advertising. Seedtag, a leading Contextual Advertising Company, utilizes contextual AI to engage consumers within their sphere of interest on a cookie-free basis. Brian's insights shed light on the strategies and considerations involved in creating highly impactful digital ads within relevant premium content. Show NotesConnect With:Brian Danzis: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

President, North America at Seedtag, Brian Danzis, delves into the significance of brand safety and alignment in CTV advertising. Exploring the realm of contextual advertising, Brian discusses how creating impactful digital ads within relevant premium content can enhance targeting and returns for top publishers and leading brands. Leveraging Seedtag's contextual AI, Liz, brands can effectively engage with consumers in their sphere of interest on a cookie-free basis. Show NotesConnect With:Brian Danzis: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.