A blockchain-based test of programmatic advertising for PepsiCo has improved ad efficiency by 28 per cent as a result of using smart contracts.

Digital billboards can actually improve driver behaviour, a new Australian study conducted by the Australian Road Research Board (ARRB) on behalf of the Outdoor Media Association (OMA) claims.

The need for cross-media measurement is the standout recommendation from the upcoming IAB Future of Measurement report, due out later this month. But getting there will require cooperation and starting small.

CBRE is using the latest in big data to help retailers decide where they should be trading and communicating with customers.

With lofty ambitions to be the number one motors marketplace in Australia, Gumtree’s ‘test and learn’ mentality when it comes to its marketing is an advantage.

​It’s well over 100 years since American merchant, John Wanamaker, once opined his ignorance regarding which half of his marketing budget was wasted.

Ad server adtech player, Sizmek, has filed for Chapter 11 bankruptcy as its continues to try and overcome financial woes in the midst of adtech consolidation.

Digital platforms such as Facebook and Google are potentially facing a huge backlash from crucial advertisers unless they change the way they operate.

​The Australian online advertising market hit $8.8 billion expenditure in 2018, an increase of 11.6 per cent on 2017.

Want to reach someone who wants to buy a car, rather than just kick the tyres? Or pick up some home and garden equipment, rather than just seek inspiration? Maybe you should be looking up a tree.

All the latest martech and adtech news this week from Outbrain, Engagio, RollWorks, Zoho, Delacon, Domo, Freshworks, 90 Seconds, PubMatic, Lotame and Lytics.

Brands taking more accountability for their data, and the growing programmatic market locally are just two of the reasons Adform recently decided to open its first Australian office.

Brands have immediately suspended advertising and the industry is calling for fresh reassurances from digital platform providers around brand safety after allegations that YouTube’s recommended algorithm has been used by paedophiles to connect and promote their activities.

Unless you are a millennial or a Gen Z, it’s unlikely you would have heard of the latest You Tube fad to go mainstream and be grabbed with both hands by marketers. And yet, if you watched the superbowl ads, and pondered the reasoning behind Zoe Kravitz whispering into different microphones while tapping a beer bottle, then you have, in fact, been exposed to ASMR.

An investment into data-driven social media marketing has seen South Australia Tourism Commission lift online engagement, grow average visitor spend into the Festival State – and importantly, prove marketing ROI.

​In the wake of Google’s 50 million Euro fine, the Cambridge Analytica data scandal, and an increasingly educated and concerned consumer, experts are stressing Australian businesses and brands, marketers, and ad tech businesses can no longer afford to assume having generic consent policies in place for data use are adequate.

When Google first demonstrated its Duplex service in mid-2018, it stunned the world by making relatively complex bookings over the telephone using a system that sounded very close to how a human might sound. It also breathed new interest into a technology that has become both increasingly prevalent in consumer devices, and an increasing source of frustration – the voice-based user interface.

The digitisation and transformation of marketing, power of the personal, building and retaining customer trust, and striving for online retail relevancy are just some of the big themes to dominate the news this year.

Fragmented audio and ineffective targeting led National Australia Bank (NAB) to implement one of the first and largest programmatic digital audio campaigns in Australia.

Bringing email marketing in-house is not only helping Flight Centre improve its speed to market, it’s also the trigger for a more insights-led approach to customer communications.

All the latest martech and adtech news this week from HubSpot, AppNexus, Adform, Verint, LivePerson, Flamingo Ai, BigCommerce, and Animoca Brands.