Ad taxes and adtech: Friday’s daily brief

Steve Petersen is dusting off his latest article on the definition of martech this week. Regular readers will know that this debate is spreading – on LinkedIn and the MO Pros podcast – because I modestly suggested that it is not a market, simply because a technological solution helps marketers do their job.I recommend Petersen’s approach because it gives me a subtle hint that makes me feel good. Just because a solution is integrated with a martech stack does not mean it is martech. Marketers should definitely integrate their project management tools, collaboration platforms, calendars, and notation applications with true Martech solutions if it helps them do their job. But this is especially important at a time when multiple coding tools not developed for non-marketing purposes can be selected and used by marketers to not expand Martech’s space with categories other than marketing.

Finally, we recommend Joe Stanganelli’s article (see the ads below), which I think is an example of a clear and meaningful legislative plan – and probably not true.

Maryland’s digital advertising tax could be a constitutional violation

Maryland has imposed an income tax on digital advertising in the state. Critics have argued in a lawsuit that the tax could also generate revenue outside the state and illegally. They focus on the fact that tax rates are based on gross income earned worldwide, even if the tax base is only Maryland income.

Gross income tax, instead of net income tax, is not automatically invalid (although it appears that at least two current members of the Supreme Court could have acted differently). However, many of these taxes do not survive the investigation by the Federal Supreme Court. Mathematically, however, it can be difficult to avoid further taxation, which is considered a serious sin in interpreting the Federal Supreme Court’s commerce clause.

Since it is theoretically possible for a company to owe more than 100% of its digital advertising profits to Maryland to the state of Maryland, the tax may not survive a forensic investigation. If this analysis is correct, other countries are unlikely to follow suit.

Digital Turbine is closer to creating an end-to-end mobile advertising industry

Digital Turbine has announced plans to acquire the $ 600 million Fyber advertising platform. (You can read the full details here.) At the end of February, Digital Turbine acquired AdColony for $ 400 million and bought another mobile advertising platform, Appreciate, earlier this month.

To get an idea of   the scope, the Digital Turbine platform is used by more than 40 operators and manufacturers worldwide. It operates on more than 500 million devices in more than 190 countries.

With the latest acquisition, the company plans to deliver complete media and advertising distribution to operators and OEMs, ensuring the best end-user experience.

Why do we care? At the end of the day, it should still be about the customer experience. A platform with a manufacturer like Samsung, operators like Verizon and AT&T and services like Uber, Pandora, and Twitter (all of these partners listed for Digital Turbine) will lead to a more integrated experience with agencies and brands encouraged.

From a multi-channel marketing perspective, mobile is the “second screen” that increases visibility and helps bring physical and digital traffic to the real world. The downside of a richer mobile experience is that users (and advertisers, agencies, and the fully integrated Turbine Digital platform) can discover more and do more exclusively through the mobile device.

HubSpot taps Brad Minor as Global Head of Brand & Communications 

HubSpot has announced the appointment of Brad Minor as global head of branding and communications. Minor was previously senior vice president of marketing for SiriusXM and Pandora Brands at SiriusXM. In this role, he is recognized by Billboard Magazine as an actor and manager of the LGBTQ brand that shaped the industry. He has also held leadership positions at Chase and American Express.

Minor is expected to work closely with CMO Kipp Bodnar, as well as HubSpot co-founders Brian Halligan and Dharmesh Shah, to communicate the brand’s vision internationally.

Generation X digital workers are taking on new jobs

Generation X is thriving in the age of digital offices. This is an unexpected conclusion for the new data from The State of Work released by Adobe and Workfront (Adobe completed the acquisition of Workfront in December 2020). The conclusion, showing that Generation X is more engaged in their work than millennials, is based on surveys of 1,000 remote workers at major U.S. companies conducted in the first and fourth quarters of 2020.

“We tend to assume that when young workers grow up as ‘digital residents’, they feel comfortable in a technology-assisted work environment and do not need additional support,” said Laura Butler, senior vice president at Workfront. People and culture. “But young workers have not yet had the opportunity to build collective resilience in the midst of a national disaster, but they are still developing their professional networks and have not developed the nuances of corporate culture for so many years.”

Perhaps less surprisingly, digital workers had invested more in their work by the end of 2020 (81% in the fourth quarter). During the year, digital workers reported improving their skills to collaborate internationally with colleagues and deal with work-related conflicts. Expectations have also risen: digital workers now expect excellent ‘customer experiences’ with the technologies they use to do their jobs. 49% said they would not be in positions where the technology is outdated or difficult to use.

Why do we care?

Who is not a digital worker these days? Journalists are currently working in an almost digital space, so we want to read how our colleagues across different sectors are responding to similar challenges. And the suggestion that younger demographic jobs were wrong because of these major changes is unexpected and surprising.

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