Jun 16 2022 Ryan Manchee Blog Industry News Scout: The Red-Hot Tech Talent Market, B2B’s Shining Moment at Cannes, and More in This Week’s Digest of Top Digital Marketing Content Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so that you don’t have to. Here’s what to read from the week of 6/9/22 – 6/16/22 to stay ahead of the curve: Why the IAB’s Updated Measurement Guidelines Could Be a Watershed Moment for In-Game Advertising [:04] The Interactive Advertising Bureau has released the long-awaited updates to its measurement guidelines for in-game advertising. The new standardizations could have huge implications for the growing in-game ad opportunity (not to mention the metaverse…) Agency Execs Shine a Light on Connected TV Advertising’s Goldilocks Paradox During Digiday’s CTV Virtual Forum [:04] Numerous streaming services, multiple viewers, shared accounts—oh my! Welcome to the chaotic landscape of connected TV. Finding the balance between innovative and legacy strategies is a delicate practice in CTV, as agency experts explore here. Tech Hiring Is Still Bonkers [:04] While the rest of the world is struggling with increasing inflation and economic upheaval, the job market for tech talent is still red-hot—and prospective employees expect companies to wow them. Improve Client Relationships with Automated Report Dashboards [:04] It’s easier to achieve a goal when you can visualize your progress towards it. Consumers may be used to integrated reporting dashboards in their everyday lives, but media professionals aren’t typically so lucky. Report automation is a powerful tool that can help advertisers improve client relationships and navigate the complexity of today’s marketing landscape. Why Cannes 2022 Is a Shining Moment for B2B’s Creative Journey [:03] B2B marketing has come a long way in recent years, after somewhat lagging behind B2C in the digital landscape. This year, B2B is getting some ‘richly deserved’ recognition with the addition of a B2B category at the Cannes Lions International Festival of Creativity. — Want a monthly digest of all the best Scout content delivered straight to your inbox? Sign up for the Basis Scout newsletter!