At ExchangeWire Live NYC on 22 March, Caleb Sotelo, director of labs and staff engineer at OpenX, took to the stage to deliver a keynote speech on how OpenX are looking to bring back control [...]
Filmed at the Captify villa in Cannes, this special edition of TraderTalk TV features: Duncan Trigg, SVP advertising, comScore; Dominic Joseph, CEO, Captify; and Natalie Monbiot, SVP, managing partner, strategic innovation, UM. United as a panel, chaired by Ciaran O’Kane, CEO, ExchangeWire, the trio delve into the ways data-driven programmatic advertising is changing marketing forever.
The Cannes Lions festival is all about creativity, traditionally not something that has been associated with programmatic targeting. However, a byproduct of programmatic campaigns is data, lots of [...]
Earlier this year at ATS NYC, Nate Woodman, GM, demand solutions at IPONWEB gave a fascinating keynote presentation in which he discussed: incremental lift and demand side attribution, a topic the industry flirts with but never really dives into. His goal was to plant a seed among the audience and prompt them to re-evaluate the disconnection between ad tech solutions and brand goals.
IPONWEB have been around for around 15 years, they came to market after Google and before Facebook and [...]
#TraderTalkTV: Quantcast's Rebecca Muir Explains Why the Industry Needs to Move Away from Last Click Attribution
Attribution is still a huge problem in this industry. Much, if not all, digital advertising buys are measured on a last click/ last view basis. How can we change this, and how do we reward other touch points in the customer journey to conversion?
In this #TraderTalkTV episode Rebecca Muir argues that the industry should look at alternatives to the last click/last view metric.
Here she maps out one of those methodologies – effectively, a two [...]
#TraderTalkTV: Darren Goldie, Managing Partner at Havas, Explains How The Agency Approaches Attribution
Attribution plays such a crucial part in the media planning process. But with no standard modelling procedure available, agencies often have to build bespoke models for clients. Here we speak to Darren Goldie, Managing Partner at Havas, who discusses the approach taken by his agency, how programmatic fits in the process and the key role that can be played by partner publishers to help clients achieve campaign objectives.
#TraderTalkTV: Visual IQ's Adit Abhyankar Explains How Attribution is Moving From Analytics to Operations
In this week’s #TraderTalkTV, Visual IQ‘s Adit Abhyankar explains how the conversation around attribution is moving from analytics to operations. Visual IQ addresses the problem of attribution by looking at both direct and cross-channel, digital and offline. Adit breaks down how to action this data from a practitioner’s point of view, holistically, integrating both top-down and bottom-up attribution. Combining the standard, econometric approach with granular digital attribution leads to more informed scenario planning. Moving from merely a statistical approach [...]