• The Smart Marketer's Alternative To Super-Sized Segments
    Even as marketers and agencies get comfortable with the necessity of data-driven marketing, there are lingering issues tied to our "bigness" obsession. On the ad tech supply side, we must decide continually how to solve large data engineering problems. At the same time, marketers must embrace the possibility of rich data without fixating on its complexity, obsessing over its bigness, or wandering into common mistakes that can steer one astray. For all of us, it comes down to simplifying the way we regard data in the first place and how we gauge consumer intent.
  • Why The Ad Industry Needs To Go On A Cookie Diet
    To say that we're in the midst of a sea change in content consumption and creation is a bit of an understatement. It's more like a revolution: one being driven by connected devices that fit on a lap, in a back pocket, and now even on a wrist. However, many in the advertising industry are actually facing a bit backward when it comes to making this mobile revolution profitable. It all comes down to an overdependence on cookies.
  • Ad Effectiveness: Why Retargeting Metrics Aren't Telling the Whole Story
    This measurement scenario gets trickier when retargeting comes into play. While retargeting sounds like a winning strategy, there are certainly challenges associated with it. If marketers rely on last-touch measurement, retargeted ads appear to perform much better than they really do, since these ads receive full credit simply for being the last ad presented to a converting user, regardless of the other touchpoints that may have led to the conversion.
  • Beautiful Ads Work -- What a Concept!
    Contrary to a popular notion in some digital ad circles today, intrusive ads can be highly effective. The proviso is that they be done right. This is the same principle that has guided the success of intrusive advertising in legacy media for many decades. Recently, the IAB conducted in-depth research on the effectiveness of IAB Rising Stars display ad units, and the findings demonstrated that big, intrusive ads on digital screens do build brands.
  • Cross-Platform Measurement And The Golden Spike
    After viewability and fraud, what's the biggest issue in digital metrics today? Now, I know what you're thinking: "There are other issues in digital metrics?" Humor me for a few hundred words. From my perspective, given that we're taking a column-long reprieve from viewability and fraud, the biggest measurement issue currently confronting buyers, sellers and researchers in the digital space is cross-platform or multiscreen measurement. In short: the convergence of TV and digital measurement, encompassing computers, smartphones, tablets, so-called "traditional" TV, and over-the-top (OTT).
  • In Defense Of Data And Its Purity As A Business Model
    Talk about timing. I set out to write this column before the article "Marketers Question Quality of Ad Targeting Data Providers" appeared in the Wall Street Journal last week. In fact, I planned to write my post specifically so misinformation like this wouldn't be published. Let me explain.
  • How To Avoid Snake Oil In Measurement Solutions
    On a recent business trip in New York, I came upon a street vendor selling bottles of what he touted as a cure-all for just about any ailment, from sore muscles to exhaustion and migraines. My experience got me thinking about the plethora of marketing measurement solutions available today. Some tout the benefits of algorithms based on game theory, agent-based modeling, and any other buzzwords designed to woo the marketer. But are these types of algorithms really applicable to marketing measurement? And if so, how can a marketer be sure they are applied correctly? In order to avoid snake oil, ...
  • Viewability In Focus At Leadership Meeting
    The recent IAB Annual Leadership Meeting (Feb 8-10), attended by more than 1,100 executives, featured a number of conversations about viewability, including a Town Hall devoted to the subject. Over the course of high-level dialogue with stakeholders from the buy, sell and tech sides, it was clear that confusion persists. Clarifications were necessary:
  • Viewability Hot-Button Issue At IAB Summit
    PHOENIX: The IAB held its Annual Leadership Meeting this past Sunday-Tuesday here (#IABALM, if you want to peruse the relevant tweets), and not surprisingly, measurement issues were among the hot topics of discussion. Viewability seemed to loom largest, both from the podium and in my conversations with publishers and agency people. In fact, several friends at publisher companies told me that most of the meetings they were taking at the conference were about viewability.
  • Balancing Art And Science To Track Campaign Performance
    Marketing, as a craft, is being reinvented in the digital age. David Ogilvy, the "Father of Advertising" himself, may have said it best when he remarked, "In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create." To be successful, organizations must find - and maintain - the right balance between these two critical components. This delicate blend of art and science is particularly important when it comes to measuring campaign performance.
« Previous Entries Next Entries »