Attribution

  • The Vast Number of Technologies for Marketers Has Created a Paradox

    News

    Amidst a shift of focus from being a marketing attribution solution to a marketing intelligence solution, with an emphasis on people-based marketing, Visual IQ has recently partnered with data management platform (DMP), Lotame. ExchangeWire speaks with Ryan Rolf, vice president of data solutions at Lotame and Phil Gross, vice president of product management at Visual IQ to find about more about this shift of business focus and Lotame’s role in helping to achieve that.

    ExchangeWire: What will the partnership between Visual [...]

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  • Last-Click vs Multi-Touch-Attribution: Q&A with Greg Endean, Sociomantic

    News

    Given the well-documented inadequacies of single-touch attribution models that can lead to poor distribution of budget across channels and partners, there are smarter models that can help marketers increase their ROI through more informed budget allocation, Greg Endean, Managing Director UK, Sociomantic, tells ExchangeWire.

    Where is attribution heading?

    Given the interactive nature of digital marketing, better tracking and analytic tools have emerged, enabling marketers to more accurately analyse and allocate marketing spends. Today’s more advanced advertisers have moved beyond optimising for the [...]

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  • Ad Fraud Breaches the Trust Between Networks, Publishers & Advertisers: Q&A with Tim Koschella, AppLift

    News

    With global ad revenue wasted on fraudulent traffic reaching into double-figure billions in 2017, ad fraud remains an issue in the programmatic industry. Tim Koschella (pictured below), CEO and co-founder of AppLift, speaks to ExchangeWire about aligning with advertisers’ needs and combining forces within the industry as a whole to protect the reputation of ad tech.

    ExchangeWire: AppLift started in 2012, focusing on the gaming sector. What made you decide to expand beyond that particular sector?

    Tim Koschella: The mobile landscape is ever-evolving. When [...]

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  • Upper Funnel vs Lower Funnel: Banner Ads Do Work, They're Just Being Measured Incorrectly

    News

    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

    News

    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 [...]

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  • Driving Channel Value Through Audience Analytics & Attribution Modelling

    News

    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

    News

    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 [...]

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  • One Big Trend in DACH is Native Ads: Q&A with Maciej Wyszynski, Sociomantic Labs

    News

    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 [...]

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  • The Need for Offline Attribution in an Online Age

    News

    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

    News

    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 [...]

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