Follow the Performance
After three years of arming itself with new data, targeting, creative and real-time bidding technologies, display advertising is back in growth mode. Many claim that well-executed, data-driven display can approach the effectiveness of search. At OMMA Display at Advertising Week we put that premise to the test. We ask where and how advertisers are seeing advanced data targeting, demand-side platforms and real-time bidding move the needle of performance.
We explore how the new science is changing the art of display. How are demand side platforms and audience buying changing the ad agency itself now that the media buyers are also now audience aggregators and sellers, let alone technology companies? Display advertising has a new sales and inventory leader in Facebook. But how does this environment really compare to other opportunities and where should social contests and data figure in the marketing mix? Real-time bidding is display’s shiny new object where much of the spending growth is headed? But have best practices emerged yet for when and how to leverage programmatic buying and real-time bidding?
And if the new Display economy is so heavily reliant on new data layers to give it the precision of search, then how are media buyers and planners evaluating that data both going in and coming out? How are they determining which data sets matter for a campaign? Perhaps as importantly, how are they getting beyond the last-click metrics that always favored search and give display is due credit with more advanced attribution models.
At OMMA Display at Advertising Week we follow the new data path into the display world and monitor what it produces on the back end to earn your investment.
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