MARKETING
Sizmek Ad Suite is now Amazon Ad Server
The Sizmek Ad Suite many marketers have used for years was officially renamed Amazon Ad Server in March 2023. Amazon acquired Sizmek Ad Server and Sizmek Dynamic Creative Optimization (DCO) in May 2019 after Sizmek filed for bankruptcy, at which time they were still the second largest ad server in the world, only outsized by Google.
Amazon Ad Server is designed to enhance advertiser control, and provide a centralized resource for the full cross-channel insights necessary for holistic campaign optimization that makes the most of every impression opportunity. Customers maintain ownership of their ad campaign data, and gain access to Amazon’s dedicated customer service team for support when needed.
What is an ad server?
An ad server is the technology that places advertisements on websites while also tracking and customizing those ads. The Amazon Ad Server creates, distributes, customizes, measures, and optimizes your campaigns across different publishers and platforms from a convenient centralized location.
Beyond simply ‘serving ads,’ ad servers determine which ad is best to serve in which location considering a combination of factors, including your audience segments and campaign budget and timeline.
With all of your creative and delivery parameters in this centralized space, the ad server automatically determines when to show which ad and where, saving you time while efficiently improving ad quality and breadth of placements. It also makes shorter work of making updates or changes to your campaign, as well as providing comprehensive, easily digestible, cross-channel reporting.
Benefits of Amazon Ad Server
When Amazon acquired Sizmek in 2019, Marketing Dive crowned the acquisition as the “Disruption of the Year” in their annual Dive Awards, noting that “the deal strengthens an Amazon offer that had already put a dent in Google’s search dominance.” The recent shift shows that Amazon is increasingly looking to be a true challenger for Google with a full advertising ecosystem.
Amazon aims to capture the measurement of all digital media, including media from advertisers who aren’t running all of their media on Amazon. Amazon Ad Server’s ad tagging software can be applied to Amazon products like Amazon Search and Amazon Marketing Cloud, but can also go beyond Amazon to track sources including social media and Google.
The recent rebrand from Sizmek Ad Suite to Amazon Ad Server offers new visuals and a unified user experience, signaling the investment Amazon is making to capture all digital media budgets.
As shared by Amazon:
“An important link in the Amazon Ad tech stack, Amazon Ad Server can help power dynamic creative optimization using Amazon Audiences, which also inform campaign performance and ad delivery insights through Amazon Marketing Cloud (AMC). By bringing Amazon Ad Server’s breadth of cross-media analytics into AMC, users can achieve advanced insights about their audiences and sales to help optimize their Amazon DSP campaign strategy.”
Features and Functions of Amazon Ad Server
Amazon Ad Server is packed with an array of useful features and functionalities, including:
- Multiple options for creative authoring
- Easy-to-use campaign management and data visualization tools
- Advanced Dynamic Creative Optimization (DCO) capabilities
- Multichannel ad serving and tag management
- Amazon Attribution integration (for advertisers in the US, Canada, UK, France, Italy, Germany, and Spain)
- Media Rating Council-accredited measurement
Please see Amazon’s announcement for more details and information.
Want to learn more about advertising and selling on Amazon? Explore our recently updated, comprehensive guide on Amazon DSP and reach out today to learn how Tinuiti can take your Amazon operations and advertising to the next level!
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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