In-app bidding has automated most waterfall optimization, yet developers still manage multiple hybrid waterfalls, each with dozens of manual instances. Naturally, this can be timely and overwhelming to maintain, keeping you from optimizing to perfection and focusing on other opportunities to boost revenue.Rather than analyzing each individual network and checking if instances are available at each price point, breaking down your waterfall into different CPM ranges allows you to visualize the waterfall and easily identify the gaps.Here are some tips on how to use CPM buckets to better optimize your waterfall’s performance.What are CPM buckets?CPM buckets show you exactly how much revenue and how many impressions you’re getting from each CPM price range, giving you a more granular idea of how different networks are competing in the waterfall. CPM buckets are a feature of real time pivot reports, available on ironSource LevelPlay.Identifying and closing the gapsTypically in a waterfall, you can only see each ad network’s average CPM. But this keeps you from seeing ad network distribution across all price points and understanding exactly where ad networks are bidding. Bottom line - you don’t know where in the waterfall you should add a new instance.By separating CPM into buckets,you understand exactly which networks are driving impressions and revenue and which CPMs aren’t being filledNow how do you do it? As a LevelPlay client, simply use ironSource’s real time pivot reports - choose the CPM bucket filter option and sort by “average bid price.” From here, you’ll see how your revenue spreads out among CPM ranges and you’ll start to notice gaps in your bar graph. Every gap in revenue - where revenue is much lower than the neighboring CPM group - indicates an opportunity to optimize your monetization strategy. The buckets can range from small increments like to larger increments like so it’s important to compare CPM buckets of the same incremental value.Pro tip: To best set up your waterfall, create one tab with the general waterfalland make sure to look at Revenue and eCPM in the “measures” dropdown. In the “show” section, choose CPM buckets and sort by average bid price. From here, you can mark down any gaps.But where do these gaps come from? Gaps in revenue are often due to friction in the waterfall, like not enough instances, instances that aren’t working, or a waterfall setup mistake. But gaps can also be adjusted and fixed.Once you’ve found a gap, you can look at the CPM buckets around it to better understand the context. Let’s say you see a strong instance generating significant revenue in the CPM bucket right below it, in the -80 group. This instance from this specific ad network has a lot of potential, so it’s worth trying to push it to a higher CPM bucket.In fact, when you look at higher CPM buckets, you don’t see this ad network anywhere else in the waterfall - what a missed opportunity! Try adding another instance of this network higher up in the waterfall. If you’re profiting well with a -80 CPM, imagine how much more revenue you could bring at a CPM.Pro tip: Focusing on higher areas in the waterfall makes a larger financial impact, leading to bigger increases in ARPDAU.Let’s say you decide to add 5 instances of that network to higher CPM buckets. You can use LevelPlay’s quick A/B test to understand if this adjustment boosts your revenue - not just for this gap, but for any and all that you find. Simply compare your existing waterfall against the new waterfall with these 5 higher instances - then implement the one that drives the highest instances.Božo Janković, Head of Ad Monetization at GameBiz Consulting, uses CPM buckets "to understand at which CPMs the bidding networks are filling. From there, I can pinpoint exactly where in the waterfall to add more traditional instances - which creates more competition, especially for the bidding networks, and creates an opportunity for revenue growth."Finding new insightsYou can dig even deeper into your data by filtering by ad source. Before CPM buckets, you were limited to seeing an average eCPM for each bidding network. Maybe you knew that one ad source had an average CPM of but the distribution of impression across the waterfall was a black box. Now, we know exactly which CPMs the bidders are filling. “I find ironSource CPM buckets feature very insightful and and use it daily. It’s an easy way to identify opportunities to optimize the waterfall and earn even more revenue." -Božo Janković, Head of Ad Monetization at GameBiz ConsultingUnderstanding your CPM distribution empowers you to not only identify your revenue sources, but also to promote revenue growth. Armed with the knowledge of which buckets some of their stronger bidding networking are performing in, some publishers actively add instances from traditional networks above those ranges. This creates better competition and also helps drive up the bids from the biddersThere’s no need for deep analysis - once you see the gaps, you can quickly understand who’s performing in the lower and higher buckets, and see exactly what’s missing. This way, you won’t miss out on any lost revenue.Learn more about CPM buckets, available exclusively to ironSource LevelPlay here. #how #optimize #your #hybrid #waterfall

Originally published at EasyDMARC Integrates With Pax8 Marketplace To Simplify Email Security For MSPs by Anush Yolyan. The integration will deliver simple, accessible, and streamlined email security for vulnerable inboxes Global, 4 November 2024 – US-based email security firm EasyDMARC has today announced its integration with Pax8 Marketplace, the leading cloud commerce marketplace. As one of the first DMARC solution providers on the Pax8 Marketplace, EasyDMARC is expanding its mission to protect inboxes from the rising threat of phishing attacks with a rigorous, user-friendly DMARC solution. The integration comes as Google highlights the impressive results of recently implemented email authentication measures for bulk senders: a 65% reduction in unauthenticated messages to Gmail users, a 50% increase in bulk senders following best security practices, and 265 billion fewer unauthenticated messages sent in 2024. With email being such a crucial communication channel for businesses, email authentication measures are an essential part of any business’s cybersecurity offering.  Key features of the integration include: Centralized billing With centralized billing, customers can now streamline their cloud services under a single pane of glass, simplifying the management and billing of their EasyDMARC solution. This consolidated approach enables partners to reduce administrative complexity and manage all cloud expenses through one interface, providing a seamless billing and support experience. Automated provisioning  Through automated provisioning, Pax8’s automation capabilities make deploying DMARC across client accounts quick and hassle-free. By eliminating manual configurations, this integration ensures that customers can implement email security solutions rapidly, allowing them to safeguard client inboxes without delay. Bundled offerings The bundled offerings available through Pax8 allow partners to enhance their service portfolios by combining EasyDMARC with complementary security solutions. By creating all-in-one security packages, partners can offer their clients more robust protection, addressing a broader range of security needs from a single, trusted platform. Gerasim Hovhannisyan, Co-Founder and CEO of EasyDMARC, said: “We’re thrilled to be working with Pax8  to provide MSPs with a streamlined, effective way to deliver top-tier email security to their clients, all within a platform that equips them with everything needed to stay secure.  As phishing attacks grow in frequency and sophistication, businesses can no longer afford to overlook the importance of email security. Email authentication is a vital defense against the evolving threat of phishing and is crucial in preserving the integrity of email communication. This integration is designed to allow businesses of all sizes to benefit from DMARC’s extensive capabilities.” Ryan Burton, Vice President of Marketplace Vendor Strategy, at Pax8 said:  “We’re delighted to welcome EasyDMARC to the Pax8 Marketplace as an enterprise-class DMARC solution provider. This integration gives MSPs the tools they need to meet the growing demand for email security, with simplified deployment, billing, and bundling benefits. With EasyDMARC’s technical capabilities and intelligence, MSPs can deliver robust protection against phishing threats without the technical hassle that often holds businesses back.” About EasyDMARC EasyDMARC is a cloud-native B2B SaaS solution that addresses email security and deliverability problems with just a few clicks. For Managed Service Providers seeking to increase their revenue, EasyDMARC presents an ideal solution. The email authentication platform streamlines domain management, providing capabilities such as organizational control, domain grouping, and access management. Additionally, EasyDMARC offers a comprehensive sales and marketing enablement program designed to boost DMARC sales. All of these features are available for MSPs on a scalable platform with a flexible pay-as-you-go pricing model. For more information on the EasyDMARC, visit: / About Pax8  Pax8 is the technology marketplace of the future, linking partners, vendors, and small to midsized businessesthrough AI-powered insights and comprehensive product support. With a global partner ecosystem of over 38,000 managed service providers, Pax8 empowers SMBs worldwide by providing software and services that unlock their growth potential and enhance their security. Committed to innovating cloud commerce at scale, Pax8 drives customer acquisition and solution consumption across its entire ecosystem. Find out more: / The post EasyDMARC Integrates With Pax8 Marketplace To Simplify Email Security For MSPs appeared first on EasyDMARC. #easydmarc #integrates #with #pax8 #marketplace

Whether you’re an advertiser or a publisher, partnering up with the right programmatic video advertising platform is one of the most important business decisions you can make. More than half of U.S. marketing budgets are now devoted to programmatically purchased media, and there’s no indication that trend will reverse any time soon.Everybody wants to find the solution that’s best for their bottom line. However, the specific considerations that should go into choosing the right video programmatic advertising solution differ depending on whether you have supply to sell or are looking for an audience for your advertisements. This article will break down key factors for both mobile advertisers and mobile publishers to keep in mind as they search for a programmatic video advertising platform.Before we get into the specifics on either end, let’s recap the basic concepts.What is a programmatic video advertising platform?A programmatic video advertising platform combines tools, processes, and marketplaces to place video ads from advertising partners in ad placements furnished by publishing partners. The “programmatic” part of the term means that it’s all done procedurally via automated tools, integrating with demand side platforms and supply side platforms to allow advertising placements to be bid upon, selected, and displayed in fractions of a second.If a mobile game has ever offered you extra rewards for watching a video and you found yourself watching an ad for a related game a split second later, you’ve likely been on the user side of an advertising programmatic transaction. Now let’s take a look at what considerations make for the ideal programmatic video advertising platform for the other two main parties involved.4 points to help advertisers choose the best programmatic platformLooking for the best way to leverage your video demand side platform? These are four key points for advertisers to consider when trying to find the right programmatic video advertising platform.A large, engaged audienceOne of the most important things a programmatic video advertising platform can do for advertisers is put their creative content in front of as many people as possible. However, it’s not enough to just pass your content in front of the most eyeballs. It’s equally important for the platform to give you access to engaged audiences who are more likely to convert so you can make the most of your advertising dollar.Full-screen videos to grab attentionYou need every advantage you can get when you’re grappling for the attention of a busy mobile user. Your video demand side platform should prioritize full-screen takeovers when and where they make sense, making sure your content isn’t just playing unnoticed on the far side of the screen.A range of ad options that are easy to testYour video programmatic advertising partner should be able to offer a broad variety of creative and placement options, including interstitial and rewarded ads. It should also enable you to test, iterate, and optimize ads as soon as they’re put into rotation, ensuring your ad spend is meeting your targets and allowing for fast and flexible changes if needed.Simple access to supplyEven the most powerful programmatic video advertising platform is no good if it’s impractical to get running. Look for partners that allows instant access to supply through tried-and-true platforms like Google Display & Video 360, Magnite, and others. On top of that, you should seek out a private exchange to ensure access to premium inventory.4 points for publishers in search of the best programmatic platformYou work hard to make the best apps for your users, and you deserve to partner up with a programmatic video advertising platform that works hard too. Serving video ads that both keep users engaged and your profits rising can be a tricky needle to thread, but the right platform should make your part of the process simple and effective.A large selection of advertisersEncountering the same ads over and over again can get old fast — and diminish engagement. On top of that, a small selection of advertisers means fewer chances for your users to connect with an ad and convert — which means less revenue, too. The ideal programmatic video advertising platform will partner with thousands of advertisers to fill your placements with fresh, engaging content.Rewarded videos and offerwallsInterstitial video ads aren’t likely to disappear any time soon, but players strongly prefer other means of advertisement. In fact, 76% of US mobile gamers say they prefer rewarded videos over interstitial ads. Giving players the choice of when to watch ads, with the inducement of in-game rewards, can be very powerful — and an offerwall is another powerful way to put the ball in your player’s court.Easy supply-side SDK integrationThe time your developers spend integrating a new video programmatic advertising solution into your apps is time they could have spent making those apps more engaging for users. While any backend adjustment will naturally take some time to implement, your new programmatic partner should offer a powerful, industry-standard SDK to make the process fast and non-disruptive.Support for programmatic mediationMediators such as LevelPlay by ironSource automatically prioritize ad demand from multiple third-party networks, optimizing your cash flow and reducing work on your end. Your programmatic video advertising platform should seamlessly integrate with mediators to make the most of each ad placement, every time.Pick a powerful programmatic partnerThankfully, advertisers and publishers alike can choose one solution that checks all the above boxes and more. For advertisers, the ironSource Programmatic Marketplace will connect you with targeted audiences in thousands of apps that gel with your brand. For publishers, ironSource’s marketplace means a massive selection of ads that your users and your bottom line will love. #how #choose #programmatic #video #advertising

Modern healthcare innovations span AI, devices, software, images, and regulatory frameworks, all requiring stringent coordination. Generative AI arguably has the strongest transformative potential in healthcare technology programmes, with it already being applied across various domains, such as R&D, commercial operations, and supply chain management.Traditional models for medical appointments, like face-to-face appointments, and paper-based processes may not be sufficient to meet the fast-paced, data-driven medical landscape of today. Therefore, healthcare professionals and patients are seeking more convenient and efficient ways to access and share information, meeting the complex standards of modern medical science. According to McKinsey, Medtech companies are at the forefront of healthcare innovation, estimating they could capture between billion and billion annually in productivity gains. Through GenAI adoption, an additional billion plus in revenue is estimated from products and service innovations. A McKinsey 2024 survey revealed around two thirds of Medtech executives have already implemented Gen AI, with approximately 20% scaling their solutions up and reporting substantial benefits to productivity.  While advanced technology implementation is growing across the medical industry, challenges persist. Organisations face hurdles like data integration issues, decentralised strategies, and skill gaps. Together, these highlight a need for a more streamlined approach to Gen AI deployment. Of all the Medtech domains, R&D is leading the way in Gen AI adoption. Being the most comfortable with new technologies, R&D departments use Gen AI tools to streamline work processes, such as summarising research papers or scientific articles, highlighting a grassroots adoption trend. Individual researchers are using AI to enhance productivity, even when no formal company-wide strategies are in place.While AI tools automate and accelerate R&D tasks, human review is still required to ensure final submissions are correct and satisfactory. Gen AI is proving to reduce time spent on administrative tasks for teams and improve research accuracy and depth, with some companies experiencing 20% to 30% gains in research productivity. KPIs for success in healthcare product programmesMeasuring business performance is essential in the healthcare sector. The number one goal is, of course, to deliver high-quality care, yet simultaneously maintain efficient operations. By measuring and analysing KPIs, healthcare providers are in a better position to improve patient outcomes through their data-based considerations. KPIs can also improve resource allocation, and encourage continuous improvement in all areas of care. In terms of healthcare product programmes, these structured initiatives prioritise the development, delivery, and continual optimisation of medical products. But to be a success, they require cross-functional coordination of clinical, technical, regulatory, and business teams. Time to market is critical, ensuring a product moves from the concept stage to launch as quickly as possible.Of particular note is the emphasis needing to be placed on labelling and documentation. McKinsey notes that AI-assisted labelling has resulted in a 20%-30% improvement in operational efficiency. Resource utilisation rates are also important, showing how efficiently time, budget, and/or headcount are used during the developmental stage of products. In the healthcare sector, KPIs ought to focus on several factors, including operational efficiency, patient outcomes, financial health of the business, and patient satisfaction. To achieve a comprehensive view of performance, these can be categorised into financial, operational, clinical quality, and patient experience.Bridging user experience with technical precision – design awardsInnovation is no longer solely judged by technical performance with user experiencebeing equally important. Some of the latest innovations in healthcare are recognised at the UX Design Awards, products that exemplify the best in user experience as well as technical precision. Top products prioritise the needs and experiences of both patients and healthcare professionals, also ensuring each product meets the rigorous clinical and regulatory standards of the sector. One example is the CIARTIC Move by Siemens Healthineers, a self-driving 3D C-arm imaging system that lets surgeons operate, controlling the device wirelessly in a sterile field. Computer hardware company ASUS has also received accolades for its HealthConnect App and VivoWatch Series, showcasing the fusion of AIoT-driven smart healthcare solutions with user-friendly interfaces – sometimes in what are essentially consumer devices. This demonstrates how technical innovation is being made accessible and becoming increasingly intuitive as patients gain technical fluency.  Navigating regulatory and product development pathways simultaneously The establishing of clinical and regulatory paths is important, as this enables healthcare teams to feed a twin stream of findings back into development. Gen AI adoption has become a transformative approach, automating the production and refining of complex documents, mixed data sets, and structured and unstructured data. By integrating regulatory considerations early and adopting technologies like Gen AI as part of agile practices, healthcare product programmes help teams navigate a regulatory landscape that can often shift. Baking a regulatory mindset into a team early helps ensure compliance and continued innovation. Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo.Explore other upcoming enterprise technology events and webinars powered by TechForge here. #medtech #hardware #clinical #application #programmes

Deal  When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. The 2025 Complete Splunk Beginner Bundle is now 25% off Neowin Deals · Jun 14, 2025 16:00 EDT Today's highlighted deal comes via Neowin Deals store, where you can save 75% on The 2025 Complete Splunk Beginner Bundle Splunk is a powerful data platform used to gather information from multiple sources and index it for efficient access. You can then use collected data to create visualizations, analytics, and a variety of automated and security-related functions. With its web-style interface, Splunk is easy to use and is utilized by many companies worldwide. What's Included: Splunk Fundamentals for Effective Management of SOC and SIEM Oak Academy 38 LessonsLifetime Value Splunk | Splunk Core Certified User Certification Prep Lab Oak Academy, 63 Lessons,Lifetime, Value Splunk | Splunk Core Certified Power User SPLK 1002 Prep Oak Academy, 53 Lessons, Lifetime, Value Splunk| Splunk Enterprise Certified Admin Certification Prep Oak Academy, 68 Lessons, Lifetime, Value Requirements Basic understanding of IT and networking concepts Familiarity with Linux and Windows operating systems A computer with internet access for hands-on practice Good to Know Length of time users can access this course: lifetime Access options: desktop or mobile Redemption deadline: redeem your code within 30 days of purchase Experience level required: all levels Certificate of Completion ONLY Updates included Closed captioning NOT available NOT downloadable for offline viewing Learn more about our Lifetime deals here! Lifetime access to this 2025 Complete Splunk Beginner Bundle normally costs but this deal can be yours for just that's a saving of For full terms, specifications, and info, click the link below. Although priced in U.S. dollars, this deal is available for digital purchase worldwide. We post these because we earn commission on each sale so as not to rely solely on advertising, which many of our readers block. It all helps toward paying staff reporters, servers and hosting costs. Other ways to support Neowin Whitelist Neowin by not blocking our ads Create a free member account to see fewer ads Make a donation to support our day to day running costs Subscribe to Neowin - for a year, or a year for an ad-free experience Disclosure: Neowin benefits from revenue of each sale made through our branded deals site powered by StackCommerce. Tags Report a problem with article Follow @NeowinFeed #complete #splunk #beginner #bundle #now

Reading Time: 9 minutes In the ever-evolving landscape of customer engagement, staying ahead of the curve is not just advantageous, it’s essential. That’s why, for Chapter 7 of “The Customer Engagement Book: Adapt or Die,” we sat down with Mirela Cialai, a seasoned expert in CRM and Martech strategies at brands like Equinox. Mirela brings a wealth of knowledge in aligning technology roadmaps with business goals, shifting organizational focuses from acquisition to retention, and leveraging hyper-personalization to drive success. In this interview, Mirela dives deep into building robust customer engagement technology roadmaps. She unveils the “PAPER” framework—Plan, Audit, Prioritize, Execute, Refine—a simple yet effective strategy for marketers. You’ll gain insights into identifying gaps in your Martech stack, ensuring data accuracy, and prioritizing initiatives that deliver the greatest impact and ROI. Whether you’re navigating data silos, striving for cross-functional alignment, or aiming for seamless tech integration, Mirela’s expertise provides practical solutions and actionable takeaways.   Mirela Cialai Q&A Interview 1. How do you define the vision for a customer engagement platform roadmap in alignment with the broader business goals? Can you share any examples of successful visions from your experience? Defining the vision for the roadmap in alignment with the broader business goals involves creating a strategic framework that connects the team’s objectives with the organization’s overarching mission or primary objectives. This could be revenue growth, customer retention, market expansion, or operational efficiency. We then break down these goals into actionable areas where the team can contribute, such as improving engagement, increasing lifetime value, or driving acquisition. We articulate how the team will support business goals by defining the KPIs that link CRM outcomes — the team’s outcomes — to business goals. In a previous role, the CRM team I was leading faced significant challenges due to the lack of attribution capabilities and a reliance on surface-level metrics such as open rates and click-through rates to measure performance. This approach made it difficult to quantify the impact of our efforts on broader business objectives such as revenue growth. Recognizing this gap, I worked on defining a vision for the CRM team to address these shortcomings. Our vision was to drive measurable growth through enhanced data accuracy and improved attribution capabilities, which allowed us to deliver targeted, data-driven, and personalized customer experiences. To bring this vision to life, I developed a roadmap that focused on first improving data accuracy, building our attribution capabilities, and delivering personalization at scale. By aligning the vision with these strategic priorities, we were able to demonstrate the tangible impact of our efforts on the key business goals. 2. What steps did you take to ensure data accuracy? The data team was very diligent in ensuring that our data warehouse had accurate data. So taking that as the source of truth, we started cleaning the data in all the other platforms that were integrated with our data warehouse — our CRM platform, our attribution analytics platform, etc. That’s where we started, looking at all the different integrations and ensuring that the data flows were correct and that we had all the right flows in place. And also validating and cleaning our email database — that helped, having more accurate data. 3. How do you recommend shifting organizational focus from acquisition to retention within a customer engagement strategy? Shifting an organization’s focus from acquisition to retention requires a cultural and strategic shift, emphasizing the immense value that existing customers bring to long-term growth and profitability. I would start by quantifying the value of retention, showcasing how retaining customers is significantly more cost-effective than acquiring new ones. Research consistently shows that increasing retention rates by just 5% can boost profits by at least 25 to 95%. This data helps make a compelling case to stakeholders about the importance of prioritizing retention. Next, I would link retention to core business goals by demonstrating how enhancing customer lifetime value and loyalty can directly drive revenue growth. This involves shifting the organization’s focus to retention-specific metrics such as churn rate, repeat purchase rate, and customer LTV. These metrics provide actionable insights into customer behaviors and highlight the financial impact of retention initiatives, ensuring alignment with the broader company objectives. By framing retention as a driver of sustainable growth, the organization can see it not as a competing priority, but as a complementary strategy to acquisition, ultimately leading to a more balanced and effective customer engagement strategy. 4. What are the key steps in analyzing a brand’s current Martech stack capabilities to identify gaps and opportunities for improvement? Developing a clear understanding of the Martech stack’s current state and ensuring it aligns with a brand’s strategic needs and future goals requires a structured and strategic approach. The process begins with defining what success looks like in terms of technology capabilities such as scalability, integration, automation, and data accessibility, and linking these capabilities directly to the brand’s broader business objectives. I start by doing an inventory of all tools currently in use, including their purpose, owner, and key functionalities, assessing if these tools are being used to their full potential or if there are features that remain unused, and reviewing how well tools integrate with one another and with our core systems, the data warehouse. Also, comparing the capabilities of each tool and results against industry standards and competitor practices and looking for missing functionalities such as personalization, omnichannel orchestration, or advanced analytics, and identifying overlapping tools that could be consolidated to save costs and streamline workflows. Finally, review the costs of the current tools against their impact on business outcomes and identify technologies that could reduce costs, increase efficiency, or deliver higher ROI through enhanced capabilities. Establish a regular review cycle for the Martech stack to ensure it evolves alongside the business and the technological landscape. 5. How do you evaluate whether a company’s tech stack can support innovative customer-focused campaigns, and what red flags should marketers look out for? I recommend taking a structured approach and first ensure there is seamless integration across all tools to support a unified customer view and data sharing across the different channels. Determine if the stack can handle increasing data volumes, larger audiences, and additional channels as the campaigns grow, and check if it supports dynamic content, behavior-based triggers, and advanced segmentation and can process and act on data in real time through emerging technologies like AI/ML predictive analytics to enable marketers to launch responsive and timely campaigns. Most importantly, we need to ensure that the stack offers robust reporting tools that provide actionable insights, allowing teams to track performance and optimize campaigns. Some of the red flags are: data silos where customer data is fragmented across platforms and not easily accessible or integrated, inability to process or respond to customer behavior in real time, a reliance on manual intervention for tasks like segmentation, data extraction, campaign deployment, and poor scalability. If the stack struggles with growing data volumes or expanding to new channels, it won’t support the company’s evolving needs. 6. What role do hyper-personalization and timely communication play in a successful customer engagement strategy? How do you ensure they’re built into the technology roadmap? Hyper-personalization and timely communication are essential components of a successful customer engagement strategy because they create meaningful, relevant, and impactful experiences that deepen the relationship with customers, enhance loyalty, and drive business outcomes. Hyper-personalization leverages data to deliver tailored content that resonates with each individual based on their preferences, behavior, or past interactions, and timely communication ensures these personalized interactions occur at the most relevant moments, which ultimately increases their impact. Customers are more likely to engage with messages that feel relevant and align with their needs, and real-time triggers such as cart abandonment or post-purchase upsells capitalize on moments when customers are most likely to convert. By embedding these capabilities into the roadmap through data integration, AI-driven insights, automation, and continuous optimization, we can deliver impactful, relevant, and timely experiences that foster deeper customer relationships and drive long-term success. 7. What’s your approach to breaking down the customer engagement technology roadmap into manageable phases? How do you prioritize the initiatives? To create a manageable roadmap, we need to divide it into distinct phases, starting with building the foundation by addressing data cleanup, system integrations, and establishing metrics, which lays the groundwork for success. Next, we can focus on early wins and quick impact by launching behavior-based campaigns, automating workflows, and improving personalization to drive immediate value. Then we can move to optimization and expansion, incorporating predictive analytics, cross-channel orchestration, and refined attribution models to enhance our capabilities. Finally, prioritize innovation and scalability, leveraging AI/ML for hyper-personalization, scaling campaigns to new markets, and ensuring the system is equipped for future growth. By starting with foundational projects, delivering quick wins, and building towards scalable innovation, we can drive measurable outcomes while maintaining our agility to adapt to evolving needs. In terms of prioritizing initiatives effectively, I would focus on projects that deliver the greatest impact on business goals, on customer experience and ROI, while we consider feasibility, urgency, and resource availability. In the past, I’ve used frameworks like Impact Effort Matrix to identify the high-impact, low-effort initiatives and ensure that the most critical projects are addressed first. 8. How do you ensure cross-functional alignment around this roadmap? What processes have worked best for you? Ensuring cross-functional alignment requires clear communication, collaborative planning, and shared accountability. We need to establish a shared understanding of the roadmap’s purpose and how it ties to the company’s overall goals by clearly articulating the “why” behind the roadmap and how each team can contribute to its success. To foster buy-in and ensure the roadmap reflects diverse perspectives and needs, we need to involve all stakeholders early on during the roadmap development and clearly outline each team’s role in executing the roadmap to ensure accountability across the different teams. To keep teams informed and aligned, we use meetings such as roadmap kickoff sessions and regular check-ins to share updates, address challenges collaboratively, and celebrate milestones together. 9. If you were to outline a simple framework for marketers to follow when building a customer engagement technology roadmap, what would it look like? A simple framework for marketers to follow when building the roadmap can be summarized in five clear steps: Plan, Audit, Prioritize, Execute, and Refine. In one word: PAPER. Here’s how it breaks down. Plan: We lay the groundwork for the roadmap by defining the CRM strategy and aligning it with the business goals. Audit: We evaluate the current state of our CRM capabilities. We conduct a comprehensive assessment of our tools, our data, the processes, and team workflows to identify any potential gaps. Prioritize: initiatives based on impact, feasibility, and ROI potential. Execute: by implementing the roadmap in manageable phases. Refine: by continuously improving CRM performance and refining the roadmap. So the PAPER framework — Plan, Audit, Prioritize, Execute, and Refine — provides a structured, iterative approach allowing marketers to create a scalable and impactful customer engagement strategy. 10. What are the most common challenges marketers face in creating or executing a customer engagement strategy, and how can they address these effectively? The most critical is when the customer data is siloed across different tools and platforms, making it very difficult to get a unified view of the customer. This limits the ability to deliver personalized and consistent experiences. The solution is to invest in tools that can centralize data from all touchpoints and ensure seamless integration between different platforms to create a single source of truth. Another challenge is the lack of clear metrics and ROI measurement and the inability to connect engagement efforts to tangible business outcomes, making it very hard to justify investment or optimize strategies. The solution for that is to define clear KPIs at the outset and use attribution models to link customer interactions to revenue and other key outcomes. Overcoming internal silos is another challenge where there is misalignment between teams, which can lead to inconsistent messaging and delayed execution. A solution to this is to foster cross-functional collaboration through shared goals, regular communication, and joint planning sessions. Besides these, other challenges marketers can face are delivering personalization at scale, keeping up with changing customer expectations, resource and budget constraints, resistance to change, and others. While creating and executing a customer engagement strategy can be challenging, these obstacles can be addressed through strategic planning, leveraging the right tools, fostering collaboration, and staying adaptable to customer needs and industry trends. By tackling these challenges proactively, marketers can deliver impactful customer-centric strategies that drive long-term success. 11. What are the top takeaways or lessons that you’ve learned from building customer engagement technology roadmaps that others should keep in mind? I would say one of the most important takeaways is to ensure that the roadmap directly supports the company’s broader objectives. Whether the focus is on retention, customer lifetime value, or revenue growth, the roadmap must bridge the gap between high-level business goals and actionable initiatives. Another important lesson: The roadmap is only as effective as the data and systems it’s built upon. I’ve learned the importance of prioritizing foundational elements like data cleanup, integrations, and governance before tackling advanced initiatives like personalization or predictive analytics. Skipping this step can lead to inefficiencies or missed opportunities later on. A Customer Engagement Roadmap is a strategic tool that evolves alongside the business and its customers. So by aligning with business goals, building a solid foundation, focusing on impact, fostering collaboration, and remaining adaptable, you can create a roadmap that delivers measurable results and meaningful customer experiences.     This interview Q&A was hosted with Mirela Cialai, Director of CRM & MarTech at Equinox, for Chapter 7 of The Customer Engagement Book: Adapt or Die. Download the PDF or request a physical copy of the book here. The post Mirela Cialai Q&A: Customer Engagement Book Interview appeared first on MoEngage. #mirela #cialai #qampampa #customer #engagement

Google and OpenAI struck a cloud computing deal in May, according to a Reuters report. The deal surprised the industry as the two are seen as major AI rivals. Signs of friction between OpenAI and Microsoft may have also fueled the move. The partnership is a win-win.OpenAI gets more badly needed computing resources while Google profits from its B investment to boost its cloud computing capacity in 2025. In a surprise move, Google and OpenAI inked a deal that will see the AI rivals partnering to address OpenAI’s growing cloud computing needs. The story, reported by Reuters, cited anonymous sources saying that the deal had been discussed for months and finalized in May. Around this time, OpenAI has struggled to keep up with demand as its number of weekly active users and business users grew in Q1 2025. There’s also speculation of friction between OpenAI and its biggest investor Microsoft. Why the Deal Surprised the Tech Industry The rivalry between the two companies hardly needs an introduction. When OpenAI’s ChatGPT launched in November 2022, it posed a huge threat to Google that triggered a code red within the search giant and cloud services provider. Since then, Google has launched Bardto compete with OpenAI head-on. However, it had to play catch up with OpenAI’s more advanced ChatGPT AI chatbot. This led to numerous issues with Bard, with critics referring to it as a half-baked product. A post on X in February 2023 showed the Bard AI chatbot erroneously stating that the James Webb Telescope took the first picture of an exoplanet. It was, in fact, the European Southern Observatory’s Very Large Telescope that did this in 2004. Google’s parent company Alphabet lost B off its market value within 24 hours as a result. Two years on, Gemini made significant strides in terms of accuracy, quoting sources, and depth of information, but is still prone to hallucinations from time to time. You can see examples of these posted on social media, like telling a user to make spicy spaghetti with gasoline or the AI thinking it’s still 2024.  And then there’s this gem: With the entire industry shifting towards more AI integrations, Google went ahead and integrated its AI suite into Search via AI Overviews. It then doubled down on this integration with AI Mode, an experimental feature that lets you perform AI-powered searches by typing in a question, uploading a photo, or using your voice. In the future, AI Mode from Google Search could be a viable competitor to ChatGPT—unless of course, Google decides to bin it along with many of its previous products. Given the scope of the investment, and Gemini’s significant improvement, we doubt AI + Search will be axed. It’s a Win-Win for Google and OpenAI—Not So Much for Microsoft? In the business world, money and the desire for expansion can break even the biggest rivalries. And the one between the two tech giants isn’t an exception. Partly, it could be attributed to OpenAI’s relationship with Microsoft. Although the Redmond, Washington-based company has invested billions in OpenAI and has the resources to meet the latter’s cloud computing needs, their partnership hasn’t always been rosy.  Some would say it began when OpenAI CEO Sam Altman was briefly ousted in November 2023, which put a strain on the ‘best bromance in tech’ between him and Microsoft CEO Satya Nadella. Then last year, Microsoft added OpenAI to its list of competitors in the AI space before eventually losing its status as OpenAI’s exclusive cloud provider in January 2025. If that wasn’t enough, there’s also the matter of the two companies’ goal of achieving artificial general intelligence. Defined as when OpenAI develops AI systems that generate B in profits, reaching AGI means Microsoft will lose access to the former’s technology. With the company behind ChatGPT expecting to triple its 2025 revenue to from B the previous year, this could happen sooner rather than later. While OpenAI already has deals with Microsoft, Oracle, and CoreWeave to provide it with cloud services and access to infrastructure, it needs more and soon as the company has seen massive growth in the past few months. In February, OpenAI announced that it had over 400M weekly active users, up from 300M in December 2024. Meanwhile, the number of its business users who use ChatGPT Enterprise, ChatGPT Team, and ChatGPT Edu products also jumped from 2M in February to 3M in March. The good news is Google is more than ready to deliver. Its parent company has earmarked B towards its investments in AI this year, which includes boosting its cloud computing capacity. In April, Google launched its 7th generation tensor processing unitcalled Ironwood, which has been designed specifically for inference. According to the company, the new TPU will help power AI models that will ‘proactively retrieve and generate data to collaboratively deliver insights and answers, not just data.’The deal with OpenAI can be seen as a vote of confidence in Google’s cloud computing capability that competes with the likes of Microsoft Azure and Amazon Web Services. It also expands Google’s vast client list that includes tech, gaming, entertainment, and retail companies, as well as organizations in the public sector. As technology continues to evolve—from the return of 'dumbphones' to faster and sleeker computers—seasoned tech journalist, Cedric Solidon, continues to dedicate himself to writing stories that inform, empower, and connect with readers across all levels of digital literacy. With 20 years of professional writing experience, this University of the Philippines Journalism graduate has carved out a niche as a trusted voice in tech media. Whether he's breaking down the latest advancements in cybersecurity or explaining how silicon-carbon batteries can extend your phone’s battery life, his writing remains rooted in clarity, curiosity, and utility. Long before he was writing for Techreport, HP, Citrix, SAP, Globe Telecom, CyberGhost VPN, and ExpressVPN, Cedric's love for technology began at home courtesy of a Nintendo Family Computer and a stack of tech magazines. Growing up, his days were often filled with sessions of Contra, Bomberman, Red Alert 2, and the criminally underrated Crusader: No Regret. But gaming wasn't his only gateway to tech.  He devoured every T3, PCMag, and PC Gamer issue he could get his hands on, often reading them cover to cover. It wasn’t long before he explored the early web in IRC chatrooms, online forums, and fledgling tech blogs, soaking in every byte of knowledge from the late '90s and early 2000s internet boom. That fascination with tech didn’t just stick. It evolved into a full-blown calling. After graduating with a degree in Journalism, he began his writing career at the dawn of Web 2.0. What started with small editorial roles and freelance gigs soon grew into a full-fledged career. He has since collaborated with global tech leaders, lending his voice to content that bridges technical expertise with everyday usability. He’s also written annual reports for Globe Telecom and consumer-friendly guides for VPN companies like CyberGhost and ExpressVPN, empowering readers to understand the importance of digital privacy. His versatility spans not just tech journalism but also technical writing. He once worked with a local tech company developing web and mobile apps for logistics firms, crafting documentation and communication materials that brought together user-friendliness with deep technical understanding. That experience sharpened his ability to break down dense, often jargon-heavy material into content that speaks clearly to both developers and decision-makers. At the heart of his work lies a simple belief: technology should feel empowering, not intimidating. Even if the likes of smartphones and AI are now commonplace, he understands that there's still a knowledge gap, especially when it comes to hardware or the real-world benefits of new tools. His writing hopes to help close that gap. Cedric’s writing style reflects that mission. It’s friendly without being fluffy and informative without being overwhelming. Whether writing for seasoned IT professionals or casual readers curious about the latest gadgets, he focuses on how a piece of technology can improve our lives, boost our productivity, or make our work more efficient. That human-first approach makes his content feel more like a conversation than a technical manual. As his writing career progresses, his passion for tech journalism remains as strong as ever. With the growing need for accessible, responsible tech communication, he sees his role not just as a journalist but as a guide who helps readers navigate a digital world that’s often as confusing as it is exciting. From reviewing the latest devices to unpacking global tech trends, Cedric isn’t just reporting on the future; he’s helping to write it. View all articles by Cedric Solidon Our editorial process The Tech Report editorial policy is centered on providing helpful, accurate content that offers real value to our readers. We only work with experienced writers who have specific knowledge in the topics they cover, including latest developments in technology, online privacy, cryptocurrencies, software, and more. Our editorial policy ensures that each topic is researched and curated by our in-house editors. We maintain rigorous journalistic standards, and every article is 100% written by real authors. #rivals #partners #whats #with #google

Artificial intelligence is already rewriting the rules of wireless and telecom — powering predictive maintenance, streamlining network operations, and enabling more innovative services. As AI scales, the disruption will be faster, deeper, and harder to reverse than any prior shift in the industry. Compared to the sweeping changes AI is set to unleash, past telecom innovations look incremental. AI is redefining how networks operate, services are delivered, and data is secured — across every device and digital touchpoint. AI Is Reshaping Wireless Networks Already Artificial intelligence is already transforming wireless through smarter private networks, fixed wireless access, and intelligent automation across the stack. AI detects and resolves network issues before they impact service, improving uptime and customer satisfaction. It’s also opening the door to entirely new revenue streams and business models. Each wireless generation brought new capabilities. AI, however, marks a more profound shift — networks that think, respond, and evolve in real time. AI Acceleration Will Outpace Past Tech Shifts Many may underestimate the speed and magnitude of AI-driven change. The shift from traditional voice and data systems to AI-driven network intelligence is already underway. Although predictions abound, the true scope remains unclear. It’s tempting to assume we understand AI’s trajectory, but history suggests otherwise. Today, AI is already automating maintenance and optimizing performance without user disruption. The technologies we’ll rely on in the near future may still be on the drawing board. Few predicted that smartphones would emerge from analog beginnings—a reminder of how quickly foundational technologies can be reimagined. History shows that disruptive technologies rarely follow predictable paths — and AI is no exception. It’s already upending business models across industries. Technological shifts bring both new opportunities and complex trade-offs. AI Disruption Will Move Faster Than Ever The same cycle of reinvention is happening now — but with AI, it’s moving at unprecedented speed. Despite all the discussion, many still treat AI as a future concern — yet the shift is already well underway. As with every major technological leap, there will be gains and losses. The AI transition brings clear trade-offs: efficiency and innovation on one side, job displacement, and privacy erosion on the other. Unlike past tech waves that unfolded over decades, the AI shift will reshape industries in just a few years — and that change wave will only continue to move forward. AI Will Reshape All Sectors and Companies This shift will unfold faster than most organizations or individuals are prepared to handle. Today’s industries will likely look very different tomorrow. Entirely new sectors will emerge as legacy models become obsolete — redefining market leadership across industries. Telecom’s past holds a clear warning: market dominance can vanish quickly when companies ignore disruption. Eventually, the Baby Bells moved into long-distance service, while AT&T remained barred from selling local access — undermining its advantage. As the market shifted and competitors gained ground, AT&T lost its dominance and became vulnerable enough that SBC, a former regional Bell, acquired it and took on its name. It’s a case study of how incumbents fall when they fail to adapt — precisely the kind of pressure AI is now exerting across industries. SBC’s acquisition of AT&T flipped the power dynamic — proof that size doesn’t protect against disruption. The once-crowded telecom field has consolidated into just a few dominant players — each facing new threats from AI-native challengers. Legacy telecom models are being steadily displaced by faster, more flexible wireless, broadband, and streaming alternatives. No Industry Is Immune From AI Disruption AI will accelerate the next wave of industrial evolution — bringing innovations and consequences we’re only beginning to grasp. New winners will emerge as past leaders struggle to hang on — a shift that will also reshape the investment landscape. Startups leveraging AI will likely redefine leadership in sectors where incumbents have grown complacent. Nvidia’s rise is part of a broader trend: the next market leaders will emerge wherever AI creates a clear competitive advantage — whether in chips, code, or entirely new markets. The AI-driven future is arriving faster than most organizations are ready for. Adapting to this accelerating wave of change is no longer optional — it’s essential. Companies that act decisively today will define the winners of tomorrow. #networks #business #models #rewiring #telecom

It’s fairly easy to block the constant, incessant advertising that appears on YouTube. Google would prefer that you don’t, or pay upto make them go away. Last weekend, the company started its latest campaign to try and badger ad-block users into disabling their extensions. Since then, it looks like YouTube has escalated things and is now intentionally slowing down videos. Posters on Reddit and the Brave browser forum have observed videos being blacked out on first load, approximately for the length of pre-roll ads, with a pop-up link that directs users to the ad-blocking section of this technical support page. “Check whether your browser extensions that block ads are affecting video playback,” suggests Google. “As another option, try opening YouTube in an incognito window with all extensions disabled and check if the issue continues.” PCWorld staff has seen this in action, using uBlock Origin Lite. Google Ad-block extension developers quickly got around the pop-up issue earlier this week, with one AdGuard representative calling the process “a classic cat-and-mouse game.” But if Google wanted to instigate a more serious crackdown on users blocking ads without paying up, it could do so easily—and we’ve seen it pull this same move before. Posters on the latest issue speculate that the slowdowns might be tagged to specific Google or YouTube user accounts that were detected blocking ads previously, which would bypass any kind of interaction with a specific browser or extension. I can’t independently confirm that’s happening, but it wouldn’t surprise me. It also wouldn’t shock me if Google is seeing a larger percentage of YouTube users blocking advertising, as is the case all across the web, as the quantity of advertising rises while quality takes a nosedive. YouTube video creators are having to get, well, creative to seek alternate revenue beyond basic AdSense accounts, as sponsored videos are now constant across the platform and more channels put new videos behind paywalls on YouTube itself or via other platforms like Patreon. YouTube is attacking the issue from other angles as well. Tech-focused creators that show how to use third-party tools to block ads or download videos from the siteare getting their videos taken down and their accounts flagged, for violation of the extremely vague policy around “harmful and dangerous content.” If I may editorialize a bit: Google, if you want more people to subscribe to YouTube Premium and remove advertising, you need to make it cheaper. Charging per month just to get rid of ads is the same cost of a premium subscription from other sources where users can watch full movies and series. YouTube as a platform is a much lower bar and just doesn’t compete at that level. I’m not going to pay that much to get rid of ads, not when it doesn’t actually get rid of all the ads—those sponsored and subscriber-only videos are still all over the place—and the site is filling up with AI slop. “Premium Lite,” which neuters the offerings for mobile and music-focused users, doesn’t make the cut either. And to be clear, I have no problem paying for the stuff I watch. I already pay more than a month to support the individual YouTube channels I enjoy, like Second Wind, Drawfee, and several tech podcasts. But I do it via Patreon because sending that money through YouTube feels gross. If Google wants people to pay up, it needs to lower the price enough so that it’s no longer worth the hassle of blocking them. It’s a lesson that the music, movie, and game industries learned a long time ago as they fought the initial wave of internet piracy… and now seem to be forgetting again. #youtube #might #slow #down #your

The recent wave of cyber attacks targeting UK retailers has been a moment of reckoning for the entire retail industry. As someone who went through supporting one of the largest retail breaches in history, this news hits close to home. The National Cyber Security Centre’scall to strengthen IT support protocols reinforces a hard truth: cybersecurity is no longer just a technical/operational issue. It’s a business issue that directly affects revenue, customer trust, and brand reputation. Retailers today are navigating an increasingly complex threat landscape, while also managing a vast user base that needs to stay informed and secure. The recent attacks don’t represent a failure, but an opportunity - an inflection point to invest in stronger visibility, continuous monitoring and a culture of shared responsibility that meets the realities of modern retail. We know that the cyber groups responsible for the recent retail hacks used sophisticated social engineering techniques, such as impersonating employees to deceive IT help desks into resetting passwords and providing information, thereby gaining unauthorised access to internal systems. Employees are increasingly a target, and retailers employ some of the largest, most diverse workforces, making them an even bigger risk with countless touchpoints for breaches. In these organisations, a cybersecurity-first culture is vital to combatting threats. Cybersecurity-first culture includes employees that are aware of these types of attacks and understand how to report them if they are contacted. In order to establish a cybersecurity-first culture, employees must be empowered to recognise and respond to threats, not just avoid them. This can be done through simulation training and threat assessments - showcasing real life examples of threats and brainstorming possible solutions to control and prevent further and future damage. This allows security teams to focus on strategy instead of constant firefighting, while leadership support - through budget, tools, and tone - reinforces its importance at every level. In addition to support workers, vendors also pose a significant attack path for bad actors. According to data from Elastic Path, 42% of retailers admit that legacy technology could be leaving them exposed to cyber risks. And with the accelerating pace of innovation, modern cyber threats are not only more complex, but often enter through unexpected avenues, like third-party vendors. Research from Vanta shows 46% of organisations say that a vendor of theirs has experienced a data breach since they started working together. The M&S breach is a case in point, with it being reported that attackers exploited a vulnerability in a contractor’s systems, not the retailer’s own. This underscores that visibility must extend beyond your perimeter to encompass the entire digital supply chain, in real time. Threats don’t wait for your quarterly review or annual audit. If you're only checking your controls or vendor status once a year, you're already behind. This means real-time visibility is now foundational to cyber defence. We need to know when something changes the moment it happens. This can be done through continuous monitoring, both for the technical controls and the relationships that introduce risk into your environment. We also need to rethink the way we resource and prioritise that visibility. Manual processes don’t scale with the complexity of modern infrastructure. Automation and tooling can help surface the right signals from the noise - whether it’s misconfigurations, access drift, or suspicious vendor behavior. The best case scenario is that security measures are embedded into all digital architecture, utilising a few security ‘must haves’ such as secure coding, continuous monitoring, and regular testing and improvement. Retailers who want to get proactive and about breaches following the events of the last few weeks can follow this action plan to get started: First, awareness - have your security leadership send a message out to managers of help desks and support teams to make sure they are aware of the recent attacks on retailers, and are in a position to inform teams of what to look out for. Then, investigate - pinpoint the attack path used on other retailers to make sure you have a full understanding of the risk to your organisation. After that, assess - conduct a threat assessment to identify what could go wrong, or how this attack path could be used in your organisation. The final step is to identify - figure out the highest risk gaps in your organisation, and the remediation steps to address each one. Strong cybersecurity doesn’t come from quick fixes - it takes time, leadership buy-in, and a shift in mindset across the organisation. My advice to security teams is simple: speak in outcomes. Frame cyber risk as business risk, because that’s what it is. The retailers that have fallen victim to recent attacks are facing huge financial losses, which makes this not just an IT issue - it’s a boardroom issue. Customers are paying attention. They want to trust the brands they buy from, and that trust is built on transparency and preparation. The recent retail attacks aren’t a reason to panic - they’re a reason to reset, evaluate current state risks, and fully understand the potential impacts of what is happening elsewhere. This is the moment to invest in your infrastructure, empower your teams, and embed security into your operations. The organisations that do this now won’t just be safer - they’ll be more competitive, more resilient, and better positioned for whatever comes next. Jadee Hanson is the Chief Information Security Officer at Vanta about cyber security in retail Content Goes Here Harrods becomes latest UK retailer to fall victim to cyber attack Retail cyber crime spree a ‘wake-up call’, says NCSC CEO Retail cyber attacks hit food distributor Peter Green Chilled #fortifying #retail #how #brands #can