This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Is the adtech industry facing slowdown or just consolidation?

The growth of the adtech industry has been massive, but news that the last quarter of 2015 saw a slowdown in hiring by adtech firms as firms looked to save cash, according to LinkedIn data analysed by Pivotal Data, suggested that growth could be coming to an end in its current form.

2. Brands warned: Deliver more relevant mobile advertising or lose engagement

Mobile advertising has long been in a tricky position – advertisers love it since it delivers the message on the go directly into the consumers’ hands but consumers often view it as intrusive, annoying and quite overpowering.

Getting the right mobile advertising strategy is crucial – especially since a new report suggests the need for advertisers to deliver more creative and relevant mobile advertising is more important than ever.

3. Google’s UK revenue hits $7 billion

Google’s UK revenues surged to $7.07 billion (£4.92 billion) last year, its latest financial results show. The results come just days after widespread criticism of Google’s tax arrangements in the UK.

Ruth Porat, the chief financial officer of Alphabet, said: “Our very strong revenue growth in Q4 reflects the vibrancy of our business, driven by mobile search as well as YouTube and programmatic advertising, all areas in which we’ve been investing for many years.”

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