Google to stop media buyers from using DoubleClick IDs, keeping measurement & attribution within its ‘walled garden’

Marketers say that this move is part of a larger trend by companies like Google to control measurement and attribution metrics.

The post Google to stop media buyers from using DoubleClick IDs, keeping measurement & attribution within its ‘walled garden’ appeared first on Marketing Land.

Google has told media buyers who use its data transfer service that they will no longer be able to use a DoubleClick ID, multiple sources reported in the past week. Marketers use the IDs to pull cross-platform measurement data from Google’s DoubleClick Campaign Manager (DCM).

Google has told its partners that beginning May 25, DoubleClick will no longer populate the encrypted UserID field that stores the DoubleClick cookie ID and mobile device IDs in DCM and DoubleClick Bid Manager (DBM) logs for impressions, clicks and site activities associated with users in the EU.

May 25 is also the deadline for compliance with the General Data Protection Regulation (GDPR), a sweeping set of rules that govern data privacy for members of the European Union.

[Read the full article on MarTech Today.]

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Content nurturing for ABM: Moving from theory to practice

It’s easy to talk about using content to move prospects through the purchase funnel. Contributor Sonjoy Ganguly explains how to turn talk into action.

The post Content nurturing for ABM: Moving from theory to practice appeared first on Marketing Land.

Here is a scene that’s all too familiar: Your Sales and Marketing organization has bought into an  Account-Based Marketing (ABM) approach — adopted the mindset, organized, suited up on the tools set. You’ve embraced the principles of content nurturing in order to attract, engage and convert the decision-makers inside your key accounts. But you are asking yourself, “What does that really look like tactically?”

I get it.

Moving from theory to practice and actually developing and deploying your arsenal can be a heady, if not daunting, proposition. Here is some basic guidance on how to put one of the best moves of your marketing career into full gear.

The decision, mindset and suiting up was the first part of the move, of course. What comes next is learning how to consult the data analytics to determine the exact right types and composition of content assets, stage by stage, based on the target deciders in your buying groups.

Let’s take a look at the practical phases of a true nurturing plan.

[Read the full article on MarTech Today.]

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