Attribution
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Upper Funnel vs Lower Funnel: Banner Ads Do Work, They're Just Being Measured Incorrectly
Measuring the success of online display advertising is a well-known industry challenge. The industry tends to focus on measuring direct response online ads by conversion metrics, but has failed to come up with a consistent means to measure the effectiveness of brand marketing. Writing exclusively for ExchangeWire, Martin Pavey (pictured below), UK country director, Flashtalking, outlines the steps required to create a cleaner dataset for attribution models.
When putting together your online marketing strategy, I’d be stating the obvious if [...]
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Ad Networks That Compete on Price Won't Last in China
An intense price war has been waging between performance ad networks in China; but competing based on price is unsustainable and will not prevent advertisers from jumping ship.
Richard O’Connell, general manager of MobAir’s China operations, observes that some ad networks in the country have been willing to lose money on deals in a bid to win big deals and reflect a positive showing for investors. However, with investor capital drying up, networks that have depended primarily on a price strategy [...]
TagsAd NetworkAd TechAd ViewabilityAdvertiserAttributionChinaCross-deviceGamingmeasurementMobileProgrammaticPublisher
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Driving Channel Value Through Audience Analytics & Attribution Modelling
Audience analytics is vital for any advertiser looking to understand who their customers are, what influences their buying decisions, and how and where they can find more people like them. In this chapter of the serialisation of The Programmatic Handbook, published by the IAB UK, John Goulding, global head of product, Media iQ, details the types of intelligence audience analytics can gather for a marketer [...]
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Focus on Cross-Device Metrics to Drive APAC Programmatic Adoption
Constant benchmarking, improving the quality of data collection, and connecting the dots will be essential in driving the adoption of programmatic forward in Asia-Pacific.
With campaign tracking and ad blocking proving to be major challenges over the past year, the next development phase for programmatic must focus on improving data credibility and cross-device attribution.
ExchangeWire spoke with several executives who stressed the need to enable “true omnichannel” and data-driven advertising in order to create connected user experiences, as well as for [...]
TagsAd TechAd TradingAdvertiserAPACAttributionBehavioural TargetingBig DataDataData Management PlatformMarketermeasurementMobileProgrammaticProgrammatic Audioprogrammatic tvProgrammatic VideoPublisherSoutheast Asia
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One Big Trend in DACH is Native Ads: Q&A with Maciej Wyszynski, Sociomantic Labs
Following the recent launch of the weekly ExchangeWire DACH news roundup, ExchangeWire speak with Maciej Wyszynski (pictured below), Managing Director for DACH, CEE & MEA, Sociomantic Labs about the buy-side challenges in the DACH region. Here, Wyszynski explains how the DACH region compares with other regions globally, and talks future trends and opportunities for advertisers in Germany, Austria, Switzerland.
ExchangeWire: What are the biggest challenges facing the buy-side advertising industry in the DACH region?Maciej Wyszynski: The first and biggest challenge [...]
TagsAdvertiserAttributionbuy-sideDACHGermanyNative Advertising
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The Need for Offline Attribution in an Online Age
In the world of digital advertising we’ve become addicted to simplistic models and KPIs. As Anna Forbes (pictured below), UK managing director, Marchex writes, the biggest offender in this world of over-simplification is, by and large, last click.
Consequently, there’s an inertia to move to something less black and white. We in advertising tend to fear the subjective; if it can’t be boiled down to a quick blurb or cell on a spreadsheet, then we can’t use it. It’s this [...]
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The Promise of Cross-Device Attribution
Cross-device tracking and attribution has been a problem for marketers ever since smartphone and tablet use became mainstream. The conundrum that markets face is how to allocate budget across desktop, tablet, and mobile channels when they cannot calculate ROI accurately. Without cross-device tracking on a user-by-user basis, brands may well be targeting the same person many more times than they realise. Not only is this costly, it’s annoying.
According to research published by GlobalWebIndex, the typical digital consumer now owns 3.64 [...]
TagsAd SpendAd TechAdvertiserAnalyticsAttributionattributionBrandCross-devicecross-deviceDigital MarketingDisplaymeasurementMedia BuyingMobilemobileMobile DisplayMobile RTB
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Deutscher Programmatic Code of Conduct; Anti-Ad-Fraud Initiative von Adjust
ExchangeWire bündelt die wichtigsten Nachrichten aus der Region DACH mit Schlaglicht-Interviews aus der deutschsprachigen Programmatic-Szene. Diese Woche: Deutscher Programmatic Code of Conduct; Adjust mobilisiert gegen Ad Fraud; Neue App-Daten für adsquare; und Fünf Fragen zum Code of Conduct an Julian Simons, BVDW-Fokusgruppe Programmatic.
BVDW ruft zur Selbstverpflichtung auf Code of Conduct aufNach zweijähriger Vorlaufzeit ist es jetzt soweit: Der BVDW wagt mit seinem Programmatic Code of Conduct einen Vorstoß in die Standardisierung des Marktes. Mit Hilfe der Selbstverpflichtung will [...]
Tagsad fraudAd NetworkAttributionBehavioural TargetingData Management PlatformDisplayfraudGermanyMobileProgrammatic
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Real-Time Media Buying is Just the Tip of the Programmatic Iceberg
Programmatic advertising is still not used to its full potential. In this piece, Chris Le May (pictured below), SVP and MD Europe and emerging markets, DataXu, specifically addresses marketers and explains how they can make the most of their programmatic spend by breaking down silos and using advanced attribution models to create meaningful data and make informed decisions.
As the popular myth goes, humans only use 10% of their brains. Imagine, if this were true, what we could achieve with 90% extra brainpower? Would we fully realise [...]
TagsAd SpendAd TechAdvertiserAnalyticsAttributionBig DataBrandDataMarketerMarketing AutomationMarketing TechnologymeasurementMedia BuyingOnline MarketingProgrammaticRTBTechnologytransparency
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Adobe Buys TubeMogul; Digital Video Advertising Strategies are Maturing
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: TubeMogul bought up by Adobe; iab Europe digital video advertising survey; Earnings for YuMe and Marin; FastPay fintech financing program; Targeted display solution by Archant; and Sizmek goes HTML5.
TubeMogul acquired by AdobeAdobe has entered into a definitive agreement to acquire TubeMogul for a price tag of approximately USD$540m (£433m) net of debt and cash.
With the acquisition of TubeMogul, Adobe hopes to [...]
TagsAd NetworkAd TechAd VerificationAdvertiserAttributionBig DataBrandCreativeCross-deviceDataData Management PlatformDigital MarketingDisplayEuropeFragmentationMarketerMarketing TechnologymeasurementMobilePlatformProgrammaticProgrammatic VideoPublisherself-service platformSocial TargetingTechnologyVideoViewability
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