EMEA > Attribution

2 April 2014 in ExchangeWire EMEA 0 Comments

When Ad Tech Arrived At Ad Week

Screen shot 2014-04-02 at 15.21.04‘Fragmentation Feeds The Need For Automation’, that was pretty much the message here. The mobilisation of consumers, cross-device targeting, wearable tech, these are all key trends at Ad Week Europe currently being hosted in London.

Here the ad tech sector is pitching itself as the only viable means of taking advantage of both the pace of change and scale of opportunity.
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25 March 2014 in ExchangeWire EMEA 1 Comment

The Rise Of Multi-Screen, And Why ‘Last-Click’ Has To Go

mouse-clickThe consumer shift towards accessing the web on multiple devices, plus the (albeit nascent) emergence of connected TVs, has prompted advertisers to transition towards a more holistic model of campaign optimisation, and addressing how they attribute their media spend.

The key to unlocking this potential treasure chest of brand campaign spend (traditionally the reserve of more established outlets such as TV, or outdoor), appears to be in the clever collection of data, and accuracy of campaign management.

But poor media planning, and more importantly, naïve attribution modelling is condemning the programmatic sector to the peripheries of many media plans, and a certain amount of ridicule among some. ExchangeWire consults sources from leading programmatic advertising companies to examine how they aim to help evolve brands’ attribution strategies, and embed themselves more firmly on their media plans.
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18 March 2014 in ExchangeWire EMEA 1 Comment

Taking Aim At Cyber Scammers To Ensure Traffic Quality

CameranHarmanCameran Harman, OpenX, managing director, EMEA, explains that while the programmatic industry as a whole is generally in rude health, it is one besieged by nefarious parties, and how combatting fraud is everyone in the industry’s job.

An Industry Under Siege

Digital advertising is all about scale and confidence. The greater number consumers advertisers can reach, the more opportunities they have to grow their business. Publishers want scale too, because the more readers they can claim, the higher the CPMs they can charge.

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11 February 2014 in ExchangeWire EMEA 2 Comments

How Will Marketers Buy And Sell Media in 2020?

vidWhat will it take to win in 2020? Looking six years into the future of digital media is no easy task, argues Scott Ferber, Videology, CEO.

Three years ago, who could have predicted that 40% of all US brands would use programmatic buying platforms as our recent online advertising survey showed? And today, many major agency holding companies are projecting that within the next three years, 30 to 50% of all media buying will be automated.
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27 January 2014 in ExchangeWire EMEA 1 Comment

Industry Group formed To Help Deliver The Elusive 'Year Of Mobile'

IAB Mobile Programmatic Working Group MembersGoogle, Microsoft and UK mobile operator joint venture Weve are among companies attempting to win over more brand spend in the notoriously tricky mobile display ad market with the formation of an industry working group that intends to spread further understanding of the two emerging sectors.

The three behemoths are backing the recently formed IAB mobile programmatic working group, a body which consists of sixteen firms (see image for an exhaustive list of members) which aims to spread further awareness of some of the complications of merging the programmatic and mobile practices.
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7 January 2014 in ExchangeWire EMEA 0 Comments

Anne de Kerckhove, Videology, Explains What Programmatic Space Must Do To Attract A Larger Share Of 2014 Brand Budgets

Anne de KerckhoveProgrammatic buying continues to dominate video advertising conversations, and the ad tech industry can expect it to move further into the mainstream of media buying strategies in 2014. But the industry must reform some of its ways before this happens, according to Videology’s de Kerckhove.

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16 December 2013 in ExchangeWire EMEA 0 Comments

'The ad industry will see a massive acceleration towards programmatic buying in 2014', Alex Kuhnel, PulsePoint, MD Europe

Alex Kuhnel, MD PulsePointThe ad industry will see a massive acceleration towards programmatic buying and content marketing in 2014. Alex Kuhnel, PulsePoint, MD Europe, gives ExchangeWire a peek into what he thinks we can expect to see unfold in 2014.

Programmatic in the ad tech industry has become a bit like Big Data and mobile – everyone knows they should be adopting, but no one quite knows how to do it.

This year has certainly seen the rise of RTB (real-time bidding), and with consolidation in the sector set to follow, the likes of Omnicom, Publicis to Xaxis and 24/7 Media will be looking to scratch that programmatic itch. That said, while programmatic might take centre stage in 2014, we can also expect to see content marketing become more important as more global brands move towards publisher content models and technology becomes a real enabler to helping them directly engage with and reach their desired audiences.

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12 December 2013 in ExchangeWire EMEA 0 Comments

Is the Future of Programmatic all About Customisation? - ATS Paris 2013

At our recent ATS event in Paris, we gathered a number of senior European ad tech execs to discuss how customisation will define the programmatic space going forward. Some of the areas covered in the discussion are outlined below.

- Is it better for buyers to use existing ‘off-the shelf’ solutions, or is a more customised approach the inevitable route in terms of differentiation?
- Are buyers/traders better able to customise their offering through the use of technology, or is merely positioning themselves differently from their competitors enough?
- Algorithms may pick the ‘right audience’, but can they deliver the ‘right message’ and strategy?
- Are DMPs (data manage platforms) going to be the real driver for advertisers unlocking the value of their data?

25 November 2013 in ExchangeWire EMEA 1 Comment

‘A Measured Approach to Display Advertising’, by Adit Abhyankar, Executive Director, Visual IQ

Abhyankar - Full ColorDespite a boom in digital advertising, quantifying online display advertising success is still perplexing many marketers. Not only is the worth of display ads seemingly difficult to measure, but many companies still express scepticism over whether they actually work for their business.

Click-through rate (CTR) remains a vastly over-used metric in the complex digital landscape, despite its inherent limitations. Under CTRs, any display ad seen but not clicked is treated as waste and is attributed no value at all. Mindsets need to change and accept that brand awareness in the digital ecosystem is more about reach and viewability, and less about click-throughs. It’s about how many individuals viewed an ad and whether consumers have engaged with a brand as a result, even on the most basic of levels. So how can marketers assess the true value of their display advertising investments? Here are a few important practices:

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31 October 2013 in ExchangeWire EMEA 0 Comments

‘Money for Nothing & Your Clicks for Free: How to Not Waste Your Money in Retargeting’, by Adam Berke, President, AdRoll

-1Maybe it’s not exactly what they had in mind, but we can take some inspiration from Dire Straits when thinking about how to measure and optimise online advertising. Basically, you shouldn’t have to pay for what’s already yours. As more and more online advertisers turn to retargeting, one question continues to vex marketers: how to ensure that they are truly driving incremental conversions, instead of merely shifting credit from other (possibly free) marketing channels.

This is especially relevant to site retargeting, a proven driver of online sales. While a lot has been written on the weaknesses of last-click-based attribution models, when applied to retargeting, it’s especially dangerous since you’re only targeting people who’ve already been to your site. Or, think of it this way: if you turned off retargeting, what percent of conversions would come from people who’ve already visited your site? If you did nothing at all, many of these site visitors would have returned on their own. So, what percent of paid retargeting clicks do you think would’ve happened for free? 30%? 50%? If it’s 50%, then double the CPC you’re actually paying to account for what should’ve been free. Does that CPC still seem so appealing?

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