By 2020, voice searches are forecast to account for half of all searches, so getting to grips with how this is going to impact digital advertising is crucial for marketers. This article will take you through some of the biggest effects this shift will have.

Marketers have always tried to target their prospects depending where they are on the consumer journey, that well-trodden path from raising awareness in a cold prospect to garnering brand loyalty. But if the consumer journey is such a long-standing tenet of marketing theory, why is it ignored by so much programmatic advertising? This article will take a look at how programmatic advertising can tie in with each stage of the consumer journey.

With all the noise out there, one of the most effective ways of cutting through and reaching your audience is personalization, and this has become a key element of online marketing. But what is personalization, and how can you achieve it?

You know the old adage: Content is King! And it’s as true now as it has ever been. But the nature of content and the way publishers need to exploit it has changed. Google algorithms are moving away from the SEO keyword model and a rating sites much more like real users. So, what can publishers do to produce and exploit content to get more visitors and more conversions?

The digital advertising industry is huge, with hundreds of billions of dollars being spent every year. Of course, an industry of this size attracts fraudsters whose deceptive practices cost both seller and buyers billions of dollars annually. The ISA estimates the cost to be $8.2 billion in the US alone, and fraud is seen by many as the scourge of programmatic advertising.

Omnichannel by its very nature is extremely complex. With the goal of providing the consumer with a seamless experience, tracking a consumer journey is key, but also very tricky. A customer might first see a product on a display banner, then they might use a search engine to look for that product the following day. They may then use a smartphone to find a retailer, then use an app or browser in the physical store to make online price comparisons. Finally, they might use a laptop a day or two later to actually make the purchase.