Smashing Magazine gave us a little surprise recently: Its website has been completely overhauled, switching away from WordPress to Netlify. One of the several reasons for the move is cost: Netlify allows for a static version of a website, which can be hosted directly on a content delivery network (CDN), reducing the number of web…
In Q1 and Q2 of 2017, Merkle (my employer) reported on a positive trend for advertisers that showed a decline in brand cost per click (CPC) year over year. The CPC of brand terms is often determined by Google’s algorithm as opposed to the competitive landscape, so brands are often left to Google’s mercy in…
Ahead of Super Bowl Sunday, Google has announced two new features in DoubleClick Bid Manager to help advertisers activate campaigns across multiple screens and bridge digital and live TV efforts. Eighty percent of sports viewers say they use a computer or smartphone while watching live sports on TV to do things like searching for player…
