Tyler Alcorn: Marketing Day: Google Display Network Updates, Twitter’s Buy Now Button & ComScore News

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Rentrak And comScore To Merge Creating Broad Media Measurement Firm
Sep 30, 2015 by Greg Sterling
In a surprise move that will reverberate across the world of analytics and audience measurement, comScore and Rentrak have announced a merger.
Attribution Should Be About Contribution Chains Rather Than Awarding Credit
Sep 30, 2015 by Soren Ryherd
Marketers put a lot of time and energy into determining which channel gets credit for a conversion — but contributor Soren Ryherd believes that this approach is missing the point.
Is There Such A Thing As Too Native?
Sep 30, 2015 by Lauren Weinberg
Yes, it is possible for ad content to be “too native,” says columnist Lauren Weinberg. She discusses how ad transparency results in consumer trust, which in turn will increase an ad’s effectiveness.
Google Enhances Dynamic Remarketing Ads To Adjust Across Devices
Sep 30, 2015 by Martin Beck
System will automatically resize, reshape — and even re-color — ads to make sure they look good and drive performance on desktop and mobile devices.
Google’s Brad Bender On The Problem With Ad Blockers
Sep 30, 2015 by Matt McGee
Google Display Network executive says online ads are necessary to make sure publishers and content survive.
Google Display Network Will Charge Only For Ads That Are Viewed
Sep 30, 2015 by Martin Beck
In the next several weeks, Google will move all CPMs to viewable CPMs in its display ad network.
Why A Baseline Is Essential To Accurate Marketing Attribution
Sep 30, 2015 by Eric Dezendorf
Establishing a baseline for your marketing isn’t easy, but columnist Eric Dezendorf explains why it’s essential and what you’ll need to do it the right way.
How Innovation Changes The Ps Of Marketing
Sep 30, 2015 by Frederick Vallaeys
What innovations are on the horizon in the tech space, and how will this impact marketers? Contributor and former Googler Frederick Vallaeys explores the possibilities.
Twitter Rolling Out Buy Now Buttons Widely With Shopify, Demandware & Bigcommerce Partnerships
Sep 30, 2015 by Martin Beck
Twitter ramps up e-commerce effort, announcing integrations with major commerce platforms.
A Step-By-Step Guide To Becoming An Influencer In Your Industry
Sep 30, 2015 by John Lincoln
How do you become an influencer in your industry? Columnist John Lincoln discusses some tactics for building your following, increasing credibility, and becoming known as an authority in your field.
SMX East: Google Announces AdWords Audience Insights, 100% Viewability For Google Display Network & More
Sep 30, 2015 by Matt McGee
Google’s Brad Bender shares new announcements for display and search advertisers during SMX East keynote conversation.
MarTech Europe Is 3 Weeks Away! Register & Save £100.
Sep 30, 2015 by Marketing Land
Nearly 60% of marketers are not fully utilizing their marketing technologies, according to a recent study. Selecting and on-boarding the systems that promise to deliver exceptional customer experiences is just the beginning; rubber meets road when the organisation, people and culture are aligned to effectively apply them.
Report: Twitter Plans To Allow Tweets Longer Than 140 Characters
Sep 29, 2015 by Martin Beck
Twitter is building a product that would allow long-form tweets, multiple sources have told Recode.
IAB To Help Publishers Fight Ad Blocking, Says It’s Still Considering Legal Action
Sep 29, 2015 by Martin Beck
Online advertising trade organization is working on ways to help publishers educate users about how ad blockers can hurt businesses.