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Programmatic I/O: Cross-Screen Measurement Is About Revenue – And Collaboration

crossdeviceRather than an isolated channel, programmatic is a means to an end – and it all starts with measurement between devices and across channels.

And from measurement comes revenue.

“The whole cross-device measurement question is about understanding the broader marketing goal, but we also all know that if it’s not measured, it’s not valued,” said Carat Global Chief Digital Officer Anthony Rhind during a panel session on the subject at the Programmatic I/O conference in New York City on Wednesday.

“Cracking the cross-channel piece is about getting revenue growth for the programmatic component of our industry.”

Much of the cross-channel measurement question also revolves around figuring out how to create a bridge between online engagement and offline activity. The impetus for establishing that connection comes from both the buy side and the sell side, said David Wong, VP of product at Nielsen.

“Naturally advertisers want to understand how investment online impacts offline sales, but the sell side also wants to understand how their inventory influences offline behavior,” Wong said. “For example, we’ve done work with CBS to see how their content relates to offline sales.”


Pinterest Adds Better Measures For Its Future Advertisers

pinterest-dashboardPinterest has the best data among the social platforms that have yet to embrace ads in a big way.

It's often said the company, like Google, is inherently intent-based, exposing potential future purchases each time a user "pins" the wrap skirt or maple countertop her heart desires.

Today Pinterest is creating more granularity around user interactions with the rollout of new reporting capabilities showing pins, repins, shares and other interactions with a business's presence on the service.

The offering is the company's first global product rollout for advertisers (Promoted Pins, its paid media product, is still in a limited beta test), and is available in 31 languages to all marketers that convert to a business account. The point is to help business users, "partners" in Pinterest's parlance, identify what's resonating and use that information to support marketing initiatives.

Data available through the new interface include total reach for a business account's pins, broken down by gender, device type, country or metro area when applicable. Aggregate actions such as total repins, clicks and shares are available, as is repin data for individual pins.

Over time Pinterest says it will offer more data on specific pins, and on interactions with the "pin it" buttons companies host on their own websites. It's easy to see the implication for ads when the analytics dashboard can show reach and performance of organic vs. paid pins.


Entrenched Among Mobile Exchanges, Metamarkets Sets Its Sights On Agency Trading Desks

metamarketsMetamarkets founder and CEO Mike Driscoll is wary of describing his company’s technology as a “Bloomberg Terminal” for online advertising. Though it’s a shorthand used by Khosla Ventures, a Metamarkets investor, Driscoll steps cautiously around it.

“It’s not our place to analogize our products and services,” he said. “It’s a seductive metaphor, but it was Ari Paparo [a Google, Nielsen and AppNexus alum] that said analogies from the financial markets to the media markets can be dangerous.”

Driscoll described Metamarkets, which through four rounds of funding has netted $28.5 million, according to CrunchBase, as a SaaS analytics platform designed to help a range of companies make sense of media transactions. Its biggest customers have been mobile exchanges and supply-side platforms.

Last week, AdFin – which like Metamarkets bills itself as an analytics and business intelligence (BI) tool for online media – described its aspiration to create a data pool enabling views of a broader market. This isn’t Metamarkets’ value proposition, however.

“There’s no pooling of data that occurs at Metamarkets,” Driscoll said. “The exchanges that work with us provide us with real-time feeds teed off directly from their systems.” Essentially, clients provide Metamarkets the data, and Metamarkets processes it in real time.

“The market we serve most effectively have been the SSPs and exchanges, particularly the mobile guys,” Driscoll added, ticking off Chartboost, Millennial Media, Inneractive, Yahoo’s Flurry, Twitter’s MoPub and Smaato as the company’s “most active and healthy commercial relationships.”


Adobe’s 'Project Iceberg' Looks Beneath The Surface Of Attribution

scharf-attributionAdobe has tweaked its approach to attribution, removing out-of-view ads from its attribution model in an effort dubbed “Project Iceberg.”

The project has allowed the company to analyze the viewability of sequences of ads served to individual users, as part of its larger evaluation of how well those ads drove subscriptions for its Creative Cloud product suite.

Ad inventory attribution is what Matt Scharf, manager of display operations and analytics within Adobe's global marketing organization, has called “the forgotten side of viewability.” Scharf has said attribution platforms need to exclude out-of-view ads so that marketers can target higher-quality inventory, and that’s what this project has done.

"Attribution models aren't ingesting viewability data so they cannot exclude the events that are not in view," he wrote in an AdExchanger column published in March.

To solve this problem, Adobe began working with two of its ad tech vendors – MarketShare and DoubleVerify – to plug viewability data directly into its attribution models and exclude out-of-view ads. MarketShare provides a multitouch attribution platform and DoubleVerify is a viewability management vendor.

“This project was about measuring viewability at the cookie and impression level and excluding those (out-of-view) touches from our attribution,” Scharf said.


Analytics Firm AdFin Changes Leadership

Jeanne Houweling, CEO, AdFinAdFin co-founder Jeanne Houweling has moved on from her position as the digital advertising analytics firm's CEO for “personal reasons,” a move confirmed by company co-founder and CTO Milosz Tansky.

Tansky, who’s operating as interim CEO, said Houweling will continue her involvement with AdFin on the advisory board.

“Outside of that we're just as focused on our mission as before,” Tansky said. “We will have some exciting news to share soon but we're not ready to make any announcements yet.”

AdFin’s mission is to provide what Houweling called a “Bloomberg terminal for digital media.” In other words, AdFin provides an analytics platform, and not a marketplace, that both the buy side and sell side can tap to optimize their purchasing or pricing decisions.

The platform is designed to collect analytics from clients’ first-party data and mash it together with data from third-party sources including demand-side platforms (DSPs), supply-side platforms (SSPs), agency trading desks, exchanges and publishers.

By combining these data sources, AdFin creates an index and licenses it to clients as an analytics tool.


Startup Origami Logic Helps Brands Query Marketing Analytics Across Silos

origamilogicAfter nine months of testing with beta clients such as Citi, Fox Sports and Visa, marketing intelligence software developer Origami Logic has launched a product that aims to help marketing organizations get a better handle on cross-channel performance.

At the heart of the technology is a "Marketing Graph" search functionality, designed to let marketers query data quickly to find relationships between campaigns, activities and channel performance that may have otherwise remained hidden in Excel spreadsheets and disparate data flows.

Origami Logic CEO Opher Kahane spoke with AdExchanger about the cross-channel data challenges facing marketers, the importance of search and how a new generation of tools like the one his firm released will change marketer decision-making.

AdExchanger: What root challenges have prevented marketers from harmonizing information from different advertising and social streams into actionable information?

OPHER KAHANE: Marketing data is highly diverse and fragmented across many different channels and "accounts" that belong to the brand, such as multiple Facebook pages, Twitter handles, DoubleClick accounts and so on.

Marketing KPIs need to be customized for specific industry verticals and campaigns rather than solely rely on raw metrics from the underlying marketing platforms. And marketing measurement needs to be “mapped” to the marketer’s business context, including considerations like campaigns, product lines, geographies and strategies.  (more…)

Forrester Crowns Adobe In Web Analytics Wave

forrester wave analyticsForrester Research’s Wave report on Web analytics providers positioned Adobe Analytics Premium as the clear winner. The report prioritized vendors’ ability to serve enterprise clients.

Lagging just behind Adobe in the “leader” category were IBM, Webtrends and AT Internet. Google was a “strong performer” and SAS Institute was a “contender.” No vendors were classified as “risky bets,” Forrester’s lowest category.

Forrester selected vendors that had a sizeable investment in their analytics products, with at least $20 million in corporate revenues and “capabilities appropriate for large enterprises (which) demonstrate this capacity by the number of enterprise clients they serve.”

Adobe, which the report said had the most enterprise analytics clients, won points because of its connection to the Marketing Cloud suite. The Premium product includes features like data warehousing, report building, tag management, the ability to answer queries in real time and third-party integration tools.


As Metrics Fragment, Data Ownership Issue Gains New Urgency

broken-analyticsThis is the first in a series on what's broken in the analytics space. Part one deals with data ownership, part two will address technology and part three will focus on people and processes.

Like a sports car missing a few key parts, marketing metrics look tantalizingly complete from an outsider's perspective. But ad tech mechanics are turning up discrepancies.

Only about a third of CMOs give marketing analytics a high mark for contributing to their company's performance, according to a recent survey of senior marketers from the Fuqua School of Business at Duke University. In spite of increased data collection across all marketing channels, or maybe because of it, businesses today are struggling to create a complete data picture that can guide advertising decisions.

"Most marketers would say that they’re incredibly data-rich but insight-poor into the fundamental big questions around what’s actually working across all of those things that we’re doing," explains Jennifer Zeszut, CEO of Beckon, a marketing performance SaaS provider.

The biggest question lies around the interplay between channels. As Zeszut puts it, talk to any marketer and they'll tell you, "I know everything I need to know about every single one of my channels."


Integral Ad Science Buys Simplytics, Adding Mobile Ad Fraud Verification

Scott-KnollAdvertising intelligence provider Integral Ad Science has acquired Simplytics, a UK-based mobile ad server and analytics platform. The deal brings mobile verification capabilities for in-app and mobile Web campaigns to Integral's existing verification services for video and display ads.

“We’re very excited because Simplytics is complementary to what we do and once we add our fraud capability to it, we’ll be able to measure fraud in all three channels: video, display and mobile,” said Integral Ad Science CEO Scott Knoll.

By analyzing traffic patterns and other signals, Integral's technology is designed to flag suspicious traffic in real time and prevent advertisers from serving ads to it. It also offers metrics on the number of ads that were viewed and which ones had the highest viewability rates.

Simplytics is a UK-based startup with about a dozen employees. It offers a mobile ad server and analytics platform for managing ad campaigns across smartphones, tablets, in-app ads and mobile Web. Its clients roster includes Microsoft, Peugeot, Samsung, Starbucks and Virgin Media.


PopSugar Insights Keys In On Core Audience

Rob McLoughlin, PopSugar InsightsWhile publishers have been getting deeper into the integrated marketing business, female-focused celebrity news and pop culture media platform PopSugar is trying to go one step further by starting an analytics business.

PopSugar Insights' ambition is to become a daily repository of data and trend analysis of women 18-40, the company's core audience, said Rob McLoughlin, who previously served as SVP of consumer insights at SpinMedia and who was brought in this month to run PopSugar Insights.

"Traditionally, researchers have always focused on publishing their findings and waited for users to come them and find it,” McLoughlin said. “We're taking a different approach. We want this to be a day-to-day resource that gets shared and talked about, allowing anyone to see what trends are emerging against a variety of verticals."