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I Like You, But Not In That Way

Friday, May 17th, 2013

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Marc Grabowski, Chief Operating Officer of Nanigans.

A parade of limousines filled with elaborately dressed high-schoolers is a sure sign that prom season has arrived. The season evokes memories of confusion and awkwardness. Whether it happened to you or one of your friends, there's no doubt you are familiar with at least one prom crash-and-burn in which someone asked that special someone else to prom, only to elicit the dreaded response “I like you…but not in that way.”

You (or your friend) misinterpreted signals and bet everything on bad data. Worse yet, you (or your friend) lost precious time courting the wrong person while alternative dance cards filled up quickly.

This is the same fate that digital advertisers face every day.

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Tech Barriers To A Level Programmatic Playing Field

Friday, May 17th, 2013

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Dina Zelikson, Digital Program Manager at Bluestem Brands.

Few in the ad industry would deny these trends: RTB-eligible inventory growth is meeting with rising advertiser spending in programmatic; the potential to harness data via new technology and system integrations is augmenting ad relevance; and the growing presence of new media formats like video and mobile is fueling additional investment in the RTB space. Also, advertisers and publishers alike recognize the opportunities for increased efficiency in the programmatic direct realm. Momentum is pushing the industry forward with programmatic display.

Embedded in the many areas of consensus, however, lies a major point of disagreement. The reality is that programmatic direct (auto-traded direct sales) and programmatic guaranteed (private exchange and reserved) remain an emerging space. The majority of auto-traded inventory continues to live within the realm of open RTB. And the question that gives rise to some contention is “Are both sides of the industry equally equipped to benefit from the rising trend of programmatically traded media?”

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New AdMob; Acxiom Reports

Friday, May 17th, 2013

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New AdMob

Google unveiled a rebuild of AdMob at its I/O conference today. The changes, which incorporate tech from AdSense, are all about optimizing conversion for advertisers and boosting yield for app developers. There are some bells and whistles here too, such as better filters for developers that want to slam the door on low-rent ads for dating sites, mortgage re-fi offers, etc. A million or so AdWords advertisers now have access to AdMob inventory. Blog post.

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Changing Lanes: Solving the Decade-Old Problem of Cross-Channel Ad Attribution

Thursday, May 16th, 2013

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Kim Reed Perell, CEO of Adconion Direct.

Recent debate surrounding deficiencies in today’s media attribution models is a positive indication that the industry is finally ready to move forward from its antiquated, decades-old measurement system. In theory and in concept, most agree that our rapidly changing media landscape demands a more dynamic, comprehensive value system. Yet we are still too far from a “perfect world” to realistically apply fractional attribution models across all types of media.

Ad attribution is not a new concept; for years, industry leaders have analyzed exactly what it means and how the concept can reach its potential. But now that the industry is ready to take this discussion to the next level, I’d like to address the real roadblocks preventing us from switching to a new system, discuss why these inefficiencies still exist in 2013, and propose a realistic solution to start improving them.

For most companies and digital marketers today, fractional attribution across multiple touch points and channels – or the idea of distinguishing the impact that each touch point plays in the success of an advertising campaign – is simply an academic dream. In reality, advertisers are still struggling to even recognize view-based attribution credit, which six years ago became the next advancement above last-click attribution.

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Campbell-Mithun's Trading Desk; Automating Sponsorships

Thursday, May 16th, 2013

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The Trading Desk Evolution

Companies like Interpublic’s Campbell-Mithun are cutting out what they see as middlemen – agency trading desks – and building their own digital trading operations, reports Ad Age’s Alexandra Bruell. Bringing the trading desks in-house is “about an evolution from a lot of third-party data to really deep integration with first-party data,” Chris Wexler, director of media strategy and interactive for Compass Point Media (Campbell-Mithun's media buying and planning group), tells Bruell. “This is the way media buying and selling is going. Offloading this capability long-term isn't the right strategy." Read the rest.

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The Cookie Is Crumbling: What’s Next?

Wednesday, May 15th, 2013

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is by Andrew Shebbeare, Founding Partner and Global Chief Strategist at Essence.

Don’t worry; I’m not planning to reprise the old debate over whether data is good or evil here. I assume this audience sides mostly with the argument that using data to make ads better for informed, consenting audiences is A Good Thing. Instead, I want to talk about how we might try to fix the rapid erosion of our common currency, the humble cookie.

Our industry is among the most innovative on the planet. The speed with which the face of advertising has changed is bewildering – a testament to the power of free enterprise and accelerated competition with good information. On the other hand, we have a pretty poor track record in standardization or creation for the common good. Throughout the 13 years I’ve been lucky enough to be in the business, it has been awash with complaints about standards – including ad specs, viewability, GRPs, Do Not Track and so many more.

The one thing on which we’d been mostly able to agree was the basic building block of our data ecosystem – the cookie. Yet we can take no credit for inventing this standard; the cookie was never designed with advertising in mind. It was an accidental gift to marketers, one with which we made hay until “cookie” became a dirty word.

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Viewability Guarantees: Missing the Forest for the Trees

Wednesday, May 15th, 2013

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Adrian Tompsett, Vice President of Business Development at DataXu.

It’s been a busy couple of months for the emerging viewability metric.

Here’s a small sample of headlines:

Many marketers are also jumping on the bandwagon to dictate that they only pay for viewable impressions. This appears to be an entirely rational move, right? If my ads are not seen by consumers, then I won’t pay for them. With this policy in place, my marketing spend by definition will be more effective. Or will it?

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Extending GRPs To Mobile; Acqui-Hire Blues

Wednesday, May 15th, 2013

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Extending GRPs To Mobile

In their TV “Upfront” presentation yesterday, Nielsen announced that it is extending its Online Campaign Ratings product to mobile apps. "What’s that mean?" you ask: “ABC will be able to measure audience demographics and understand the reach and frequency of online campaigns across ABC content on the Web and in mobile apps.” Read the release. Marketers are looking for better ways to extend and understand their media buys across traditional and digital channels.

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What Candy Can Teach Us About Digital Advertising

Tuesday, May 14th, 2013

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Michael Lowenstern, Managing Director of Digital Advertising for R/GA.

Around last Christmastime, I was listening to one of my favorite podcasts, NPR’s Planet Money. The topic was – and I paraphrase – “Why Economists Hate Christmas.”

The economist being interviewed explained his argument: When buying something for yourself, you know what you want, you go out and find it, and you exchange money for it. The amount you exchange is generally equal to your perceived value of that item; presumably, you wouldn’t have bought it otherwise. But when buying a gift for someone else, you could exchange $50 for something that has no value to the person receiving the gift – like a toaster or a Power Ranger. That inherent value disequilibrium actually has an economic term: deadweight loss.

Like everyone else probably listening to that podcast, I started thinking about display advertising. It’s a natural leap.

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Programmatic 'Tipping Point'; A 'Second Path' To Funding

Tuesday, May 14th, 2013

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Programmatic ‘Tipping Point’

Even the most optimistic acknowledge that TV dollars are beginning to make a more pronounced shift to digital. As the FT’s Emily Steel notes, a wider adoption of programmatic ad sales methods is taking place, impacting the traditional face-to-face negotiations between sellers and buyers. “This year may be the tipping point where programmatic buying, which has been historically online, will make the transition to offline,” said MediaLink CEO Michael Kassan. “The nature is to resist change, but I don’t think they can stop it. Momentum is building. Broadcasters will have no alternative.” Read more.

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