It’s been a week rife with announcements from some of digital’s biggest ballers. Amazon debuted ‘Prime Day’, Facebook made another decisive move down e-commerce alley and Apple released Pay while HSBC fluffed it.

With all this automation we also gave a little time to the human side of performance marketing this week, investigating the conflict between programmatic and native advertising, and how we can use the ‘human touch’ to bring down cart abandonment rates.

But this is what the readers were focused on; our top five ‘most-reads’ from the news and opinion stacks this week.

In the news

Investigation Launched into Merger Between Net-A-Porter and Yoox

One of the biggest e-commerce deals of this year is being investigated over claims of it hampering competition in the luxury fashion sector.

Facebook’s ‘Buy’ Button Turns Pages into Storefronts

Facebook is testing a new feature that will allow customers to buy products and services straight from companies’ pages.

The Launch of Apple Pay and What it Means for Consumer Insight

Apple Pay launched in Britain this week, allowing owners of the company’s newest products to make contactless transactions with their devices. But what’s the implication for consumer insight?

Google Jumps on iBeacon Bandwagon with Flexible ‘Eddystone’ Software

With so many big organisations forming ties to the iBeacon, the announcement that Google has launched its first batch of software for the devices should be of little surprise.

‘Chief Marketing Technologists’ Are on the Rise, Finds UK Survey

Fluidity between IT and marketing departments is in greater need than ever, and 70% of marketers believe brands will be looking to install ‘Chief Marketing Technologists’ in the next five years.

In their views

Don’t Overlook the Power of Affiliates to Attract New Customers

By making just a few well thought out adjustments to your affiliate campaign you can significantly grow your new customer base, says iCrossing’s Aaron Timson.

The ‘Four Horsemen’ and the Race to Win the Hearts of App Developers

Much has been said about the ‘horse race’ between the four giants – Google, Apple, Facebook and Amazon, but what about the race to ‘win the hearts’ of app developers?

The Internet of Things Will Demand a New Marketing Paradigm

If marketers approach the IoT as just another ad-serving or retargeting platform, could brands become stalkers, and the value and scope of all this intelligence instantly become commoditised?

Ones to Watch: Project A Ventures’ Top German Start-Ups

This ‘Ones to Watch’ is a choice selection by Project A; a showcase of the Germany-based start-ups it has worked with and believes are set to make strides within the ad tech industry.

A Matter of Definition: Is a Tablet Truly a ‘Mobile Device’?

What are we referring to when we use the terminology ‘mobile device’, and is it right for the industry to group different devices under the ‘mobile device’ umbrella?