Comments on: DSPs Are Not Just Cookie Monsters http://www.adexchanger.com/data-driven-thinking/dsps-are-not-just-cookie-monsters/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Tom http://www.adexchanger.com/data-driven-thinking/dsps-are-not-just-cookie-monsters/#comment-4868 Tom Tue, 16 Feb 2010 09:12:11 +0000 http://www.adexchanger.com/?p=15607#comment-4868 Great article Andy Can I ask you to go into a little more detail on "attribution models of the future"? My assumption is you're referring to developing econometric models that demonstrate the effect of brand advertising,advertorials or simply publisher articles on consumer behaviour. Your comments about digital signals in the noise reminds me of another sort of DSP - Digital Signal Processing :-) Tom Great article Andy

Can I ask you to go into a little more detail on "attribution models of the future"?

My assumption is you're referring to developing econometric models that demonstrate the effect of brand advertising,advertorials or simply publisher articles on consumer behaviour.

Your comments about digital signals in the noise reminds me of another sort of DSP - Digital Signal Processing :-)

Tom

]]> By: Rodge http://www.adexchanger.com/data-driven-thinking/dsps-are-not-just-cookie-monsters/#comment-4828 Rodge Fri, 12 Feb 2010 15:37:07 +0000 http://www.adexchanger.com/?p=15607#comment-4828 "attribution models of the future" ---means expressed interests from the user. "attribution models of the future" ---means expressed interests from the user.

]]> By: Florian Kahlert http://www.adexchanger.com/data-driven-thinking/dsps-are-not-just-cookie-monsters/#comment-4825 Florian Kahlert Fri, 12 Feb 2010 14:49:10 +0000 http://www.adexchanger.com/?p=15607#comment-4825 Great column, Andy – Completely agree with the importance you put on intent. To value intent we need to measure it; intent precedes behavior and most pixel based analytics are very good at measuring actions, but not intent. Combining those analytics with expressed user intent - captured via surveys along the steps in the funnel - can clarify where intent forms and when and how it starts driving actions. This creates a more holistic understanding of the media partner’s value and also shows how partners may generate intent that ultimately converts outside the online funnel. Great column, Andy –
Completely agree with the importance you put on intent. To value intent we need to measure it; intent precedes behavior and most pixel based analytics are very good at measuring actions, but not intent. Combining those analytics with expressed user intent - captured via surveys along the steps in the funnel - can clarify where intent forms and when and how it starts driving actions. This creates a more holistic understanding of the media partner’s value and also shows how partners may generate intent that ultimately converts outside the online funnel.

]]> By: Jonathan Mendez http://www.adexchanger.com/data-driven-thinking/dsps-are-not-just-cookie-monsters/#comment-4818 Jonathan Mendez Thu, 11 Feb 2010 20:42:03 +0000 http://www.adexchanger.com/?p=15607#comment-4818 This is a f'in brilliant post Andy. Not only are you dead on when you discuss the holy grail being the connections through the funnel but you touch on something I've been advocating for years, the fact that interest precedes intent and that intent itself is not generating in search -- if it is created anywhere online it is in the publishers domain. Publishers uniquely have the ability to create intent, yet they rarely understand the value of this content merchandising, let alone have the tools and mindset to do it. You are right, the future is not cookie targeting. If anyone is going to figure out buy side what the future will look like your understanding of what's required (and the awesome team you've built) makes me think Lotame will be leading the transition to attribution valuations and funnel targeting. Great stuff. This is a f'in brilliant post Andy.

Not only are you dead on when you discuss the holy grail being the connections through the funnel but you touch on something I've been advocating for years, the fact that interest precedes intent and that intent itself is not generating in search -- if it is created anywhere online it is in the publishers domain. Publishers uniquely have the ability to create intent, yet they rarely understand the value of this content merchandising, let alone have the tools and mindset to do it.

You are right, the future is not cookie targeting. If anyone is going to figure out buy side what the future will look like your understanding of what's required (and the awesome team you've built) makes me think Lotame will be leading the transition to attribution valuations and funnel targeting. Great stuff.

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