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 [...]
At ATS New York on 3 November, ExchangeWire’s CEO, Ciaran O’Kane moderated a panel between Dom Joseph, co-founder and CEO, Captify; Tyler Pietz, VP, programmatic, Cadreon; and Adam Heimlich, SVP programmatic, managing director of HX, Horizon Media on the topic of making upper-funnel metrics work with programmatic.
A lasting challenge when looking at upper-funnel metrics is the fact that agencies think of branding as something that can’t be measured, according to Heimlich. But, increasingly, it can be measured, so it’s [...]
How are walled gardens impacting an advertiser’s ability to effectively measure digital advertising activity? They are removing the necessary impartiality required for a fair metric assessment, according to Theo Theodorou, EMEA MD, xAd. Writing exclusively for ExchangeWire, Theodorou explains how transparency is key, and advertisers are beginning to realise that.
Speaking on the company’s recent earnings call, WPP’s CEO Sir Martin [...]
Delivering a seamless, personalised customer experience requires brands to be able to see beyond the boundaries of single channels to understand how customers move through online and offline worlds. The single customer view (SCV) has become something of a Holy Grail for companies across every sector. Nick Fletcher (pictured below), director of multichannel, Rakuten Marketing explains to ExchangeWire why this shouldn’t necessarily be the case.
The future of measurement is the adoption of a universal user token. A blunt, yet nonetheless accurate, statement that seems to be the consensus across the industry. Are we even remotely close to achieving this? The answer is yes, thanks to DigiTrust, an industry non-profit consortium supporting a standardised user token to improve the consumer web experience.
Founded in 2014 by 20 leading ad tech platforms, DigiTrust’s goal was to research and develop a [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: The Trade Desk IPO; Google launch new messaging app; Facebook integrate with third-party measurement platforms; 500m Yahoo accounts hacked; and FastPay receive growth funding.
IPO of The Trade Desk on NASDAQ
The world of measurement is often a somewhat murky one in digital advertising, with accurate cross-device, cross-channel, and cross-platform measurement cited as the holy grail for many. What’s stopping us? David de Jong (pictured below), co-founder and CEO, Screen6, firmly believes the future of the industry relies upon a universal ID.
The key inhibitors in the growth of cross-device are scale and persistence. When the scale issue even begins to [...]
Attribution: a word that has different definitions across the industry and can mean all things to all people, or simply nothing at all. For brands that want to implement attribution modelling successfully, what do they need to take into consideration? Following Conversion Logic’s recent partnership with Rise Interactive to deliver enhanced attribution, ExchangeWire speaks with Trevor Testwuide, co-founder and CEO, Conversion Logic, and Alison Lohse, co-founder and COO, Conversion Logic (both pictured below), about where brands tend to slip-up and [...]
Innovative tracking technologies are reducing the reliance of marketers on investment in traditional qualitative and quantitative research in the form of consumer surveys and focus groups. ExchangeWire speaks to Lisa Menaldo (pictured below), managing director UK, Sublime Skinz, who delves into the different technological techniques available to advertisers who want to determine reactions to their ads by understanding the human mind.
Winning three Oscars came as no surprise to the makers of The Revenant. Thanks to bio-analytic testing, they already knew [...]
Arguments abound about the best way to measure digital campaign effectiveness; but no industry standard exists. ExchangeWire talked to Tim Geenen (pictured below), director of strategy and innovation, Bannerconnect, about a study they carried out, which shows that exposure time could be the go-to metric the industry has been crying out for.
ExchangeWire: Where is the industry currently going wrong in measuring the effectiveness of digital campaigns?
Tim Geenen: Attribution is no easy feat for today’s digital marketers and advertisers. With search, [...]