© 2018 All Rights Reserved. MarTech Advisor.

MTA's "BEST OF...."COMPILATION SERIES 2017 -18

ADTECH ANDPROGRAMMATIC

SPECIAL

CHITRA IYEREDITOR-IN-CHIEF, MARTECH ADVISOR( ) LinkedIn

Chitra

Hello!

Welcome to the fi�h of our “Best

Of…’compila�on series. Every month as we sit

over our content strategy, we are stuck by how

much valuable, awesome content we have built

over the years for each of our martech

categories. And we wanted to share that back

with our audience in a fun, quick read that

highlights the best of category over the year. With

over 885 prac�cing professionals contribu�ng as

Guest Authors, more than 300 interviews with

CMOs and CXOs, and literally thousands of

features and news stories, it is a hard pick indeed.

So, if we have missed any par�cular piece that

you happened to love, we apologize. Tell me

which category you want to see in the next issue

by emailing me: chitra.iyer@martechadvisor.com

or tweet me @MoreMarInTech and I'll try and

make your wish my command!

Enjoy this compila�on.

Note from the Editor

© 2018 All Rights Reserved. MarTech Advisor.

CONTENTS

Page 1 - 4Guest Author Ar�cles 1

Page 6 - 7Best of Martalk Execu�ve Interview Series3

Page 8Top Picks from our Staff Writers4

Page 9From the MTA News Desk5

Page 10About MTA 6

© 2018 All Rights Reserved. MarTech Advisor.

Page 5Category Expert Insights2

GUEST AUTHOR ARTICLES Welcome! Here’s our top AdTech and Programma�c collec�on, the best of snippets, quotes, stats and highlights from MTA Guest Posts, Interviews, Research, Features and News.

1

With the shi� to digital, more than half of all adver�sing dollars will be spent online by 2020.

5 TOP ADVERTISING

TRENDS IN 2018

By , Brian FaustCo-Founder, President,

and CFO of Krush Media

Another trend expected to grow in 2018 is the op�miza�onand enhancement of programma�c adver�sing with data and IPaddress targe�ng.

OUR GUEST AUTHOR KEVIN DISCUSSES WHY PROGRAMMATIC ADVERTISING IS

MORE THAN A TACTIC

By, , Kevin CunninghamCEO of MRP

© 2018 All Rights Reserved. MarTech Advisor. 1

The Beginners Guide to the Programma�cAdTech Ecosystem: Explained in an Interac�ve Graphic!

MarTech Maven Chitra explores the AdTech ocean - and guides us to avoid the icebergs with this interac�ve Prezi graphic that explains in plain english who does what..Read on…By , MarTech Maven and Editor-in-Chief at MarTech Advisor Chitra Iyer

Programma�c Adtech for B2B Marketers Read on…

By , MarTech Maven and Editor-in-Chief at MarTech Advisor Chitra Iyer

© 2018 All Rights Reserved. MarTech Advisor. 2

Digital Ads and User Experience:Frenemies Forever? Read on…By , MarTech Maven and Editor-in-Chief at MarTech Advisor Chitra Iyer

Are you Paying the AdTech Tax? The Other Side of AdTech Read on…By , MarTech Maven and Editor-in-Chief at MarTech Advisor Chitra Iyer

8 Steps to AdTech Sales Success in 2018 Read on…By , CEO, Accelera�on LabsMax Mead

“As more data about consumersbecomes available and innova�onsin AI, from tools to frameworks, emerge to make this technology more scalable, marketers will finallybe able to deliver on the promise of“right user, right message, right �me,right place.” Not only will marketers be able to an�cipate who might engage with an ad, but they will alsobe able to quickly pass on a bid opportunity in their media-buyingsystem to improve efficiency.”

THE ROLE OF AI IN REDEFINING

THE PROGRAMMATIC ADVERTISING EXPERIENCE

By , Emma WilliamsVP Global Marke�ng,

MediaMath

© 2018 All Rights Reserved. MarTech Advisor. 3

Mastering the Art of Video in B2B: It’s All in the Psychology Read on…By , Vice President of Marke�ng , VidyardTyler Lessard

Digital Adver�sing and Consumer Privacy: Three Trends to Watch Read on…By , CEO, Hawthorne DirectJessica Hawthorne-Castro

Is AI an Adver�ser’s Friend or Foe? Read on…By , CEO, ReFUEL4Vernon Vasu

© 2018 All Rights Reserved. MarTech Advisor. 4

3 ways AI can Advance Adver�sing Read on…By , Chief Commercial Officer, MainAdClaudia Collu

Martech & Adtech Convergence is a Reality. It’s Just Not What You Thought Read on…By , VP of Marke�ng, BlueConicMichele Szabocsik

3 Ad Fraud Trends for 2018 Read on…By , Co-Founder & President, White OpsMichael Tiffany

Category Expert Insights

Mike Kelly is an accomplished execu�ve, industry

leader and an expert on digital and cross pla�orm

media and adver�sing. He has successfully built

and led organiza�ons at all levels and in virtually

all media pla�orms. Named by Media week as one

of the “50 most influen�al execu�ves shaping the

future of media,” he is currently inves�ng in and

advising digital media and so�ware companies on

strategy and development. In addi�on, he has

deep rela�onships in the media, adver�sing,

technology and financial worlds.

Mike KellyCategory Advisor for AdTech

MarTech Advisor

AdTech, MadTech, BaldTech…10 Prophecies guaranteed to make you smarter!

BOLD ADTECH PREDICTIONS FOR 2018: FEATURING

GOOGLE, FACEBOOK, NETFLIX, AMAZON,

TWITTER AND CANNES!

By Mike Kelly

© 2018 All Rights Reserved. MarTech Advisor. 5

2

BEST OF MARTALK EXECUTIVEINTERVIEW SERIES On AdTech

3

Get the stories behind the Martech solutions you use

www.MarTechAdvisor.com@MarTechAdvisor

Mar

CONNECT

MarTalk Connect is our Interview Series with marke�ng technology companies that are making a difference. Join us as we talk to them about their product journeys, insights on the categories they serve and some bonus pro�ps!

Staying Ahead of Evolving Digital Adver�sing TrendsAs the world of adver�sing becomes more complex. Hari Sankar, SVP of Product at VideoAmp shares some interes�ng insights to help marketers stay ahead. Read on…

Tracking A�ribu�on and PerformanceIn a mul�-channel digital adver�sing environment, Ma� Fusco tells us why it is impera�ve to be able to connect online and offline ac�vity together, at scale, in order to measure the true effec�veness of your adver�sing, and how a unified view of the metrics from mul�ple online and offline channels can drive your mul�-touch a�ribu�on calcula�ons. Read on…

Big KPIs for 2018 for B2B and B2C adver�sersAdtech has matured - it is now possible for both B2B and B2C organiza�ons to monitor and evaluate all of the individual pieces of communica�on as well as campaigns in their en�rety. Ma�hew Fanelli, SVP, MNI Targeted Media shares meaningful insights on building an end-to-end media strategy. Ma� earned his degree in Mass Communica�ons from Iona College and loves reading books, being outdoors and at the beach with the family. Read on…

Focusing on the en�re funnel, experience to engagementIn the martech space where technologies are rapidly growing and changing, Ma�hew Mobley, CTO at Merkle shares his thoughts on the must-have building blocks for B2B CMOs today. He provides top �ps to get the must-coveted 360-degree view of a customer which ul�mately sets the founda�on for be�er targe�ng, be�er measurement, higher efficiency and efficacy within marke�ng. Read on…

© 2018 All Rights Reserved. MarTech Advisor. 6

In MarTalk Stack-tas�c, we talk with marketers about their MarTech stack components, experiences, challenges and opportuni�es. Join us as they share what MarTech means to their business.

BEST OF MARTALK EXECUTIVEINTERVIEW SERIES On AdTech

Acing the upcoming trends in adtechMike Kelly, CEO at Kelly Newman Ventures and MarTech Advisor Category Expert for AdTech talks about the changing role of adtech today. He shares insights on adver�sing technology as a response to changing consumer habits and the need/opportunity this creates. According to him, to excel in the adtech space, one should be technology driven while avoiding the crea�on of siloed digital efforts. Mike has completed his BA from University of Illinois and has been named by Mediaweek as one of the “50 most influen�al execu�ves shaping the future of media”. Read on…

Meet the marketers who use the Martech

Mar

STACKTASTIC

www.MarTechAdvisor.com@MarTechAdvisor

© 2018 All Rights Reserved. MarTech Advisor. 7

TOP PICKS FROM OUR STAFF WRITERS:

4

Adver�sing Agencies and the Digital Transforma�on Challenge. Read on…By , Feature Writer, MarTech Advisor Sushman Biswas

Programma�c TV in 2018: The next big thing in AdTech?. Read on…By , Feature Writer, MarTech Advisor Sushman Biswas

AdTech-MarTech: Making the most of both ‘tech�cs’! Read on…By , Feature Writer - MarTech AdvisorSushman Biswas

Are You Being Served? We’re talking Data-Driven Programma�c Adver�sing with Omar Abdala, Chief Data Scien�st at Lotame. Read on…By , MarTech Maven and Editor-in-Chief Chitra Iyerat MarTech Advisor

6 Ques�ons to Consider before Taking your Programma�c In-house. Read on…By , Senior Features Writer, MarTech Advisor Paroma Sen

Six AdTech Basics for entry-level Marketers Read on…By , Senior Features Writer, MarTech Advisor Paroma Sen

© 2018 All Rights Reserved. MarTech Advisor. 8

FROM THE MTA NEWS DESK:A roundup of the most interes�ng news from the world of AdTech this year

PRODUCT RELEASES AND UPDATES

Impact Radius Re-brands to Impact, Announces a New Unified MarTech Pla�orm. Read on...

Sellics Launches Amazon Vendor Op�miza�on So�ware for Brands. Read on...

Accre�ve Media Unveils Digital-out-of-home (DOOH) Ad Pla�orm.Read on...

Associa�on of Na�onal Adver�sers (ANA) Acquires Word of Mouth Marke�ng Associa�on (WOMMA) Read on...

The Adver�sing ID Consor�um Adds New Pla�orm Partners to its Ecosystem. Read on...

Mass² Announces Launch of Deal IQ Technology. Read on...

MediaRadar Introduces Ad Intelligence Pla�orm for Agencies. Read on...

Adobe Adver�sing Cloud Mobile App will Enhance Cross-Channel Ad Campaign Management. Read on...

Postr Announces $2.5 Million Funding with Key New Hires.Read on...

Cobiro Secures $2 Mn to Expand its AI AdWords Solu�on. Read on...

Videology Receives $80M Debt Financing. Read on...

AdQuick gets $1.1M in Seed Funding to Enable Ad Effec�veness. Read on...

FUNDING UPDATES

5

© 2018 All Rights Reserved. MarTech Advisor. 9

ABOUT MARTECH ADVISOR

MTA is a global resource for marketers providing unbiased news, industry research, so�ware recommenda�ons, and aggregated job opportuni�es. MarTech Advisor is one of the fastest growing Media brands providing unbiased news, industry research, so�ware recommenda�ons, and aggregated job opportuni�es for marke�ng professionals.

Our community includes highly engaged thought leaders (read: CMOs and marke�ng experts) that regularly contribute and par�cipate on MarTech Advisor. Leading Marke�ng Technology brands like Salesforce, IBM, SharpSpring partner with MarTech Advisor to reach these highly engaged audiences and drive improved marke�ng performance across the funnel.

For Sales and Advertising enquiriesMukesh RajpurohitVP SalesMarTech Advisormukesh.rajpurohit@martechadvisor.com

For Editorial engagementsChitra IyerEditor-in-ChiefMarTech Advisorchitra.iyer@martechadvisor.com

© 2018 All Rights Reserved. MarTech Advisor. 10