Martin Kihn

Martin Kihn

Martin Kihn is a Research Vice President at Gartner, specialising in data-driven marketing and advertising technology.

Hollywood Sign

There is a poem in the check-out aisle and an epic in the end caps. We immerse ourselves in retail and sign on to brands. Our purchases are casting calls for cameos in the story of our lives. Brands are a mystery. A product has certain features and benefits, but

Divorce, Separation

This week we’re thinking about marketing technology as we prep for our third sensational Gartner Digital Marketing Conference in San Diego. Specifically, we’re asking: What is marketing technology (aka martech), exactly? And: Does it belong in the same hub/cloud/stack as adtech? A few years ago, it became somewhat common to hear

Algorithm marketing

Inspired by results from retargeting, marketers are scrambling to stitch together customer data, unleash machine learning and deliver personalised experiences in display and video ads, websites, apps, watches and – soon – refrigerators. Sign up for Which-50’s Irregular Insights newsletter But in our rush to hypertarget, marketers ignore the perils

marketing and machine learning

In a recent AdExchanger Talks podcast, Nate Woodman of IponWeb surfaced the specter of what we might call the brand-gorithm: a proprietary algorithm unique to a brand and used to make decisions such as how much to bid on an impression or what message to serve. Take our Which-50 reader

As CEO of Omnicom Media Group’s Accuen since 2015, Megan Pagliuca has been inspiring the “next evolution of programmatic” – focusing on open pricing, automation and elevating machine-driven media from a line item into a strategic plan. And like many of today’s ad tech luminaries, her career began in the mid-‘00s

When he and his team placed the first two paid banner ads — ever — on Wired’s online magazine, Hotwired.com, back in 1994, John Nardone didn’t feel like a seer. He was working at an agency called Modem Media, building websites for Coors’ refreshing alco-pop Zima and AT&T, and Wired

Holy Grail

“You would think that the digital advertising industry has found religion given all the talk about the legendary ‘holy grail’ these days.” So said AdExchanger back in 2009, and seven years later things haven’t changed. We still talk like a bunch of “Da Vinci Code” fanatics on shore leave at

cross-device identity

Trying to determine a person’s digital “identity” over time across devices is the mission of the moment. Every adtech and martech platform — not to mention data provider and aspirant start-up — confuses prospects and customers alike with multi-syllabic descriptions of their deterministic and probabilistic approaches to truth. In fact,

Digital marketing

Attribution and marketing mix modeling solutions measure the impact of marketing and media efforts, and suggest ways to improve that impact. Increasingly, marketing leaders use both methods — either in parallel or unified within the same platform — to expand the scope and precision of their measurement. It takes skilled