• Digital Execs Shift Time/Attention To New Programmatic Ad Formats
    Programmatic media-buying for emerging formats -- and the related issues involving cross-channel measurement and attribution -- are the two topics digital ad execs expect to occupy their time and attention this year, according to a survey of digital ad execs. It's about time that the programmatic marketplace embraces new formats, especially those that help understand how to attribute the impact and value they generate between consumers and brands.
  • Who's Backing The Chain Gang?
    It's been nearly a year since I published my first story about blockchain technology being offered as a solution for Madison Avenue's media-trading woes, and the marketplace has turned into quite a, well, chain gang. We've published about 100 stories about blockchain since then -- and, judging by the rest of the trade and consumer press, it's on the cusp of being this year's "Big Data," "programmatic," or "transparency" in terms of industry buzzwords that people sort of understand, but fundamentally end up scratching their head about. I'm not willing to bet any crypto -- yet -- that "blockchain" will ...
  • Excuse Me For Being Direct, But So Will You
    The IAB released a new report at its annual Leadership Conference Monday listing "250 direct brands worth watching" -- companies conceived 100% on the basis of direct-to-consumer digital media access. This means more than just having commerce-based websites, but also leveraging an entire digital ecosystem to promote, be discovered, generate leads, trial, conversion -- and, most important, relationships with consumers.
  • Attribution Got You Scratching Your Head? This Should Help
    Modeling has been a part of media planning, buying, research and analytics as long as there have been computers to model the effects of media. But the availability of real-time data has shifted the industry's focus from regression models that looked at historical data to understand current and future patterns to ones that process real- or near-time data to attribute which pieces of the media mix are performing best. Last week, CIMM released a study that attempts to tame the burgeoning field in a simple, easy-to-reference way. The report, which was compiled by attribution and modeling experts Sequent Partners, organizes ...