B2B marketers are usually last to play with fancy new ad tech toys. Cross-device matching, data management platforms, header bidding – all the good stuff goes through the B2C machine before it’s deemed safe for the conservative B2B crowd.
Every year, the Gartner Hype Cycle for Emerging Technologies report serves as a useful reality check for marketers who are too often dazzled by shiny objects. This year, it came as no surprise that virtual reality, augmented reality and mixed reality (MR) were high on the list of technologies whose future relevance for businesses is ripe for discussion.
Social platforms have taken a reputation hit this year. Mounting scandals and revelations, such as widespread bot accounts, discriminatory targeting, hacked accounts and mishandling of first-party data, have forced advertisers to take a hard look at their dealings with social platforms.
Tech giant Intel has selected Dentsu Aegis Network as its global media agency of record following a review. The holding company will serve the client through a dedicated unit called “Team Intel” comprised of agencies Carat, Merkle and Amnet.
'Team Intel’, a hybrid agency from DAN, has been created as a result of the appointment. It will bring together talent from across the network’s agency brands, including Amnet, Merkle and Carat, while iProspect and Cardinal Path will continue to handle search and digital marketing respectively as incumbents.