BLEND CMO Hila Shitrit Nissim believes that localization in modern marketing is the key to success. We have followed her career and advice, and believe that she has the best insight into what is going on. BLEND is an end-to-end localization platform for global brands seeking to increase multimarket revenue and build deeper relationships with global audiences. The platform can translate and localize any type of content in over
120 languages. The company was founded in 2008 under the “One Hour Translation” brand and was the first and leading online translation provider for consumers and businesses. In 2020, the company shifted into the enterprise localization world, rebranding and changing its name to BLEND while expanding its technology and suite of services and enhancing its voice business. BLEND’s professional human translations are powered by AI and machine learning technologies that make the work more efficient,
fast and consistent.
Despite economic headwinds, Chief Marketing Officers (CMOs) remain optimistic about emerging technologies such as artificial intelligence (AI) and ChatGPT for customer targeting and behavior modeling, according to a recent survey conducted by Chief Outsiders. The survey of 80 CMOs revealed that 84% of CMOs believe the economic and business climate of the next 12 months will negatively impact business goals, citing inflation, talent issues, and supply chain
issues.
DanAds, a prominent advertising technology firm, has joined forces with McClatchy, one of the largest media companies in the United States with over 80 million unique visitors, to unveil two new and exciting features on the McClatchy Ad Manager platform. The collaboration introduces next-level
options via this self-service campaign platform, giving advertisers access to purchase both email and programmatic inventory from McClatchy’s one-stop shop.
Instagram has announced it will sunset its live shopping feature on 16 March, after removing the Shop tab from its navigation bar earlier this month. The move will prevent brands and creators from tagging products for sale during their livestream broadcasts. However, it will not affect the ability to invite guests or host Q&As with viewers. It will also not impact the ability to set up and manage shops on
the main Instagram platform. The app has affirmed it will continue to invest in shopping experiences for main feed, stories, ads and Reels.
Ad maturity refers to the state of
readiness of advertising technology (adtech) and associated infrastructure. It is a critical factor in programmatic advertising, which uses algorithms and data to automate ad buying and delivery. Achieving ad maturity involves consolidating media, optimizing supply-side solutions, and building an ecosystem that facilitates seamless communication between stakeholders. In a roundtable organized by Xandr in partnership with Campaign Asia-Pacific, industry experts discussed the challenges of digital
advertising, particularly in a cookieless world. Among the panellists were Sanket Sasane, director of paid media at Accor, Sunil Naryani, chief product officer at dentsu, Nishanth Raju, managing director at Lotame, and Tom Dover, director of video marketplaces at Xandr. The discussion highlighted key takeaways on how marketers and agencies are working towards solutions for audience fragmentation and accessibility.
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