2 May 2013 in ExchangeWire EMEA
Jag Duggal, Senior Vice-President, Product Management and David Grant, Principal Product Manager at Quantcast discuss the attribution problem in display, and how the industry might address some of the underlying issues with the current methodologies.
You recently spoke how attribution needs to be addressed – and fixed – before we see significant shifts on spend into digital display. Can you expand on that point?
We’ve seen explosive growth in RTB over the last 3 years. However, for that growth to continue advertisers and agencies need to be convinced that their spend is driving real results. They have to trust that the attribution scheme is a reasonable proxy for the path to conversion. The current approaches of last click and last view attribution are so demonstrably flawed that advertisers are too often skeptical of the results. We recently had a client complain that our results were too good! He simply didn’t believe what his own ad server using his own preferred scheme (last view) was telling him. That scenario would not happen in Search. In Search, the path to conversion is trusted.
Last touch attribution has the advantage of being simple but in an RTB world that is dangerously simplistic. It incents an overuse of retargeting. We’ve all experienced a visit to an ecommerce site that yields more than 20 ads for that advertiser served over the course of the next 5 to 10 minutes! Many of those ads will be cheap placements, often unlikely to be viewed by the user. This is a gaming of the attribution system rather than a focus on driving actual (new) customers. This must be fixed for the good of the whole industry.
Read in full →
ExchangeWire1 May 2013 in ExchangeWire EMEA
Sylvain Deffay is Country Manager, France at Infectious Media.
The growing involvement of publishers and technology partners has fuelled French programmatic buying progress. StickyAds Video Exchange’s recent integration with TubeMogul’s buying platform has allowed access to French premium video inventory. This is a very positive development for the French RTB market and it is becoming increasingly apparent France will play a key role in the development of programmatic buying across Europe in all digital advertising formats.
As a channel, online video will appeal most strongly to brand marketers and is the fastest growing segment in the French digital market (60% growth in H2 2012). As the Video Exchange only launched recently, I’m eagerly anticipating the next set of growth figures to see the impact that programmatic buying has on this growth. Personally, I am expecting to see stronger numbers than in other markets.
Indeed, such a private environment is the answer video publishers are looking for, with a recent study by AdMonsters and Adap.TV reporting 73% of EU publishers not offering video inventory on RTB due to their fear of pressure on CPMs in open exchanges. However, 30% of publishers surveyed said they will be running a private video ad marketplace within the next 12 months. The continued growth of video, predicted to be 55% of all consumer internet traffic by 2016, will ensure it remains top of the publisher agenda.
Read in full →
ExchangeWire30 April 2013 in ExchangeWire EMEA 1 Comment
We hosted our third Ad Trader Conference in Berlin two weeks ago. It was an interesting day, and offered up some fascinating debate and talking points. Looking in you would think nothing has changed since the first Ad Trader Conference, but a cursory look under the bonnet reveals that all is not what the sales houses are saying publicly – with significant volumes currently being traded programmatically.
Read in full →
ExchangeWire26 April 2013 in ExchangeWire EMEA
Save the date, ATS London 2013 is returning Tuesday September 10.
ATS London 2013 signals evolution. We believe that the past three years have transformed the industry, from an advertising technology perspective. We also believe that the next phase of growth will come from the broader enterprise ecosystem, and we intend to take you along on that journey.
At its heart, ATS London has always embodied the theme ‘data-driven’. In 2013, we intend to widen the focus of the event, while staying true to the core values of ATS.
Read in full →
Rachel18 April 2013 in ExchangeWire EMEA
If personalisation works so well – why don’t more brands use it effectively?
Personalisation is hot property in digital marketing at the moment. The ability to present users with more relevant experiences in the purchase cycle resonates with advertisers and brands alike. Increasingly competitive landscapes mean it is more important now than ever to get the right message to the right person at the right time.
Despite the apparent opportunity it seems many brands fail to deliver meaningful personalised experiences for their customers. Let’s take Amazon for example; I’ve been shopping with them now for over 14 nears, from which they must have a wealth of purchase data to work with. Last week I bought a pack of Oral B Tooth Brush heads and some tumbler glassware. This week’s personalised email suggested I purchase an Oral B toothbrush and some more tumblers despite common sense dictating I owned both of these products already.
So where are companies going wrong? What is the real opportunity? I spoke with three of the leading technology providers in the personalisation space to learn more about the challenges and opportunities faced by digital marketers looking to succeed with personalisation.
Read in full →
Global Desk Editor
Jag Duggal, Senior Vice-President, Product Management and David Grant, Principal Product Manager at Quantcast discuss the attribution problem in display, and how the industry might address some of the underlying issues with the current methodologies.
