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The notion of universal frequency capping in RTB has long been touted as a major USP. You could argue that it was one of the major catalysts behind the move to consolidated platform-based buying. But has universal frequency capping really been the game changer in the recent seismic shifts in the media buying eco-system?

Let’s provide some context here: when DSPs first arrived on the scene and slowly began disrupting the entire ecosystem of media buying (largely for the better), the ability to universally frequency cap was heralded as a huge opportunity for advertisers to save significant costs, reduce duplication across different networks and enable advertisers to have the ability to tightly manage their message across disparate inventory sources, with the intention of improving user experience.

Unfortunately it hasn’t panned out the way it was supposed to – largely because the initial use case and adoption of DSPs was (and still is to some extent) heavily skewed towards retargeting. While a DSP enabled buyers to manage frequency, it was rarely a focal point for optimisation strategies. Why? Because ROI was and is still king.

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ExchangeWire is proud of another stellar event with ATS Paris, featuring the best and brightest of the driving force in French digital advertising. Here’s a quick summary of the day in case you weren’t able to make it or you would like to revisit key points.

SECTION I: DATA – POWERING THE EVOLUTION OF MEDIA BUYING

KEYNOTE 1 (en Français): Our first keynote speaker of the day was Alain Levy, CEO, Weborama, who posed the question: “Are we entering a new age of glory?” and cautioned: not yet. Technology platforms are not stable yet, but are ad networks dead? Not at all. They are valuable partners who give publishers the visibility they need. The light at the end of the tunnel is data. KPIs need to be optimised to the brand and advertisers need to work together using all the data assets available, embracing big data. Sometimes we over-complicate the space: back to basics. Right person, right place, right time. If publishers and tech providers can allocate and use data effectively, and agencies use data to build their KPIs, the industry as a whole can enter the next stage in evolution.

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Over the last 12 months the attribution debate within digital marketing has slowly moved from whether or not advertisers should be doing attribution beyond the last click, to what kind of attribution they should be doing.

Last week saw the launch of DoubleClick’s Attribution Modelling tool within the beta section of DFA reporting. For those who are unaware, this new tool sits within the Multi-Channel Funnels section of the interface and allows a campaign analyst to quickly and easily apply a variety of fixed attribution models to an advertiser’s digital media data and observe how each one affects the campaign’s outcomes and KPIs.

Sounds great, and it is. Sort of. Advertisers and agencies have long had the ability to look at the effect of these sorts of fixed models for themselves in Excel using their raw campaign data, but the ability to run them simply and easily within the DFA reporting interface certainly makes this process less arduous.

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ATS London Big Data sponsor IBM has just released an in-depth whitepaper addressing the issues surrounding Big Data. As everyone knows, Digital marketing has the potential to extract, interrogate and leverage large volumes of data. The challenges around high-cardinality in key variables, an increasing focus on open-ended analytics, structured versus unstructured data streams are becoming more and more complex.

However, they are also challenges for which there are an increasing number of interesting and applicable technologies that provide the real potential for a long term solution. Finding the right solution involves more than a simple evaluation of price/performance—and not just because measuring performance is inherently ambiguous. It involves the usual work of matching business requirements to the comparative advantages of each possible solution.

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If you haven’t heard the name spider.io before, it is likely you are not alone. Like many good European ad technology companies, they have been flying under the radar. However, quietly but surely, they are building the technology which could change the way ad viewability is measured, and which could, in fact, bring viewability measurement to every ad impression across the industry.

For those unaware, the ad viewability space is pretty messy. In August, it was reported that comScore had launched a patent infringement lawsuit against three ad verification companies: AdSafe, DoubleVerify and MOAT. At the heart of this lawsuit are a set of patents controlled by comScore (but actually owned by Nielsen. See? It’s messy…) that govern an approach to measuring ad viewability used by almost everyone in the industry. In the industry this is termed the geometric approach. It involves comparing the size and the position of the ad against the size and the scroll position of the browser’s viewport. The result is a measure of whether the ad is within the browser’s viewport, and accordingly viewable.

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What’s the state of play with Turn right now? What does a Cloud Marketing Platform mean?

It’s an exciting time for Turn. We’re in a major growth phase with over 200 employees across 14 offices worldwide and expanding. We’re seeing our fastest growth occurring across Europe with 430% year-on-year revenue growth in the region. We have major global brands using our service directly, or through their agencies. We work with the Top 5 holding companies in the world, and run 3,500 campaigns monthly around the globe. Having witnessed firsthand the interest in Turn at the DMEXCO event in Germany last week, I am excited about our prospects for continued growth, as our products address the pain points that digital advertisers across Europe have today.
Turn’s goal has always been to empower the marketer at their moment of decision. To this effect, we developed our cloud marketing platform for scalability, speed, open access and, most importantly, the easy delivery of insights for smarter marketing decisions.

What the “cloud” part means for the marketer is that there is no software to install, no need to have to integrate with advertising exchanges or inventory partners, no need to build data ingestion tools to pull in first-party data, no need to strike deals with every third-party data vendor. They simply subscribe to our service and can begin streamlining their digital marketing operations.

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Hot on the heels of our Japanese launch, ExchangeWire is announcing today that it is rolling out a dedicated, localised site for the Brazilian market, www.exchangewire.com.br.

Brazil has one of the fastest growing digital advertising markets globally. The market is undergoing some huge changes in terms of ad technology adoption and the move to automated buying – with many local players either partnering with large ad tech providers or launching their own versions of buy and sell side technology solutions. ExchangeWire Brasil will be a native language site, and will deliver the best analysis and reporting on the Brazilian market.

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It’s the biggest data-driven advertising event in Europe. It’s the event that even has its own acronym. ATS London is now in its third year, and the line-up of speakers and content is the best yet. Often copied – A LOT! – but never equalled, ATS London brings together the best in the global online ad industry to discuss the latest trends and developments in the space. And this year is no exception.

It is clear that our industry is moving beyond the mess of the LumaScape to a platform-centric world, and this certainly is one of the key areas being explored by ATS London this year. The full-day programme will be organised into three core themes: brand, application and big data. All of these are effectively shaping the data-driven ad space, and speakers and participants on the day will explore these issues in more depth.

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