Marketing Day: YouTube drops paywall, Twitter’s #BrandBowl53, revised ads.txt for apps

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

• YouTube drops paywall from some Originals, explores advertising
  Dec 3, 2018 by Robin Kurzer
  The details are still in the works, but some programs will become ad-supported.
• 4 strategies to drive growth in 2019 with voice and the call channel
  Dec 3, 2018 by Digital Marketing Depot
  As expectations and challenges continue to mount, many CMOs today feel under siege. CMOs are expected to drive sales, be accountable for ROI, and own the entire customer experience, all while being hamstrung by limited resources and incomplete, siloed data.
• Twitter’s #BrandBowl53 slated for Super Bowl LIII, gives marketers something to compete for
  Dec 3, 2018 by Amy Gesenhues
  All advertisers are eligible to take part in Twitter’s Super Bowl competition for brands during the big game.
• IAB Tech Lab issues revised ads.txt for apps
  Nov 30, 2018 by Barry Levine
  The spec for app-ads.txt brings ad inventory verification to apps.

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

• Compare 22 top customer data platform vendors
  Dec 3, 2018 by Digital Marketing Depot
  Marketing executives today are in charge of dozens of martech applications to manage, analyze and act on a growing volume of first-party customer data. But instead of increasing efficiency, the emerging martech ecosystem has created problems with data redundancy, accuracy and integration.
• Dangerous misconceptions about data breaches
  Dec 3, 2018 by Marty Greenlow
  Not all breaches are the same, nor always a failure of company processes, but executives need to take steps to ensure the long-term security of their marketing data.

Online Marketing News From Around The Web:

• 3 Ways to Narrow the Mobile Commerce Gap, Practical Ecommerce
• An Amazon revolt could be brewing as the tech giant exerts more control over brands, Recode
• Bridge the online to in-store gap with digital tools: Big lessons from small businesses , Think with Google
• Martech is a mainstream marketing profession, latest Gartner data confirms, Chief Marketing Technologist
• Shifts In The Agency-DSP Dynamic As Clients Take Control Of Programmatic, AdExchanger
• Source: Google Hangouts is shutting down in 2020, 9to5Google
• This Is the One Thing You Can Do to Vastly Improve Your Content Marketing, Convince and Convert
• Tumblr bans adult content starting December 17, Tumblr
• VideoAces 2018: Who are the Most Viewed Media Properties in the World?, Tubular Insights

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