RSS FeedArchive for the ‘Data-Driven Thinking’ Category


The Future of Programmatic: Programmatic Futures?

chris-ohara-new-2Data-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 Chris O’Hara, co-founder and chief revenue officer at Bionic Advertising Systems.

Back in 2007, a company called TRAFFIQ started one of the first programmatic futures exchanges. The idea was simple. Publishers committed blocks of premium inventory into the exchange at a stated price. Advertisers could construct packages of premium inventory at discounted prices by making future commitments. Basically, it was a better, faster way to buy digital guaranteed.

The idea never really took off. Publishers didn’t understand how to value their inventory in the future. Real-time enablement was just starting to take off, and advertisers and their agencies were deeply stuck in manual inventory procurement run by spreadsheets and fax machines. TRAFFIQ went on to build some highly innovative workflow automation software and is now a successful technology-enabled digital agency.

Could programmatic futures thrive nearly eight years later in our fully programmatic world? Today’s “programmatic” is still very focused on RTB, inventory pools are still murky and technology’s ability to value publisher inventory still has a long way to go. What’s missing?

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As Platforms Proliferate, Which Ones Are Worth It For Marketers?

marcgrabowskiddt"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, CEO at Iris Mobile.

The landscape, language and measurement of new channels have changed to a point where traditional display inputs are no longer king. We have traversed iterations of performance measurement from cost per impression to click, like and install, which seemingly only encourages new platform purveyors to create more original nomenclature than ever before.

Our disparate mobile world owned by no one and shared by the likes of Facebook, Twitter and Pinterest raises the question of normalizing data. How can marketers optimize their budgets and time spent across platforms? How can marketers determine which platforms deserve their time and when they should let others move on research first?

Early Experience

With the emergence of new mobile platforms, new language, measurement and data attributes have been established faster than ever. Facebook most famously created a new language and economy defined by brand “fans” and object “likes,” long before a well-defined revenue or performance model was in place. In their early days, Facebook brands experimented with tactics to build a following to optimize organic message reach.

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With Google Barring DMP Pixels on GDN, Has It Thrown Baby Out With The Bath Water?

tom-chavezData-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 Tom Chavez, CEO at Krux.

Google recently informed its data-management platform (DMP) partners that it would impose new restrictions on pixels fired by campaigns that run on the Google Display Network (GDN).

Beginning Jan. 1, DMP pixels will not be allowed to fire on GDN impressions.

“[C]ollecting impression-level data via cookies or other mechanisms for purposes of subsequent retargeting, interest category categorization or syndication to other parties on Google Display Network inventory is prohibited,” the company said.

Google cited concerns for potential data leakage and pixel loading as reasons for the change. I commend Google for taking concrete steps to stave off these problems. Data leakage is a serious threat to the publisher’s greatest asset – its audience data. And pixel loading is troubling since it gums up web pages, prompting readers to click away.

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These Trends Are Disrupting The Ad Industry. Are You Looking at Them Wrong?

dennis-buchheimData-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 Dennis Buchheim, vice president of programmatic advertising products at Yahoo.

It seems that almost every day, marketers are faced with a new trend or media channel where they must ask: Do I jump in and risk poor results, or do I wait and risk being late to the game?

But it’s not often that we step back and examine how marketplace shifts interrelate. That is, what currents and eddies form in the wake of the multiple trends that are simultaneously altering the way we do business.

Here are four trends that have gradually – or, in some cases, rapidly – changed the advertising industry in the last few years:

PC to mobile: Since the advent of the smartphone, consumers’ eyes have moved from desktops to handheld devices, and content and ads have followed. This summer, mobile apps accounted for 51% of total digital content consumption.

TV to online media: As higher bandwidths have allowed better streaming video experiences, more people are watching video on devices other than televisions. Broadcast TV audience ratings have declined since 2002, and 2013 was the first year people spent more time with digital media than television.

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The Digital Advertising Industry Needs An Open Ecosystem

picard-datadrivenData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Todays column is written by Eric Picard, CEO at Rare Crowds. 

Thanks to amazing new offerings from Facebook, Google, Amazon and others on deeply connected identity and tracking solutions, we are seeing two major developments. For the first time, connected identities across entire populations are available for targeting, tracking, reporting and analytics. But these identity pools exist within walled gardens, siloed to just one provider.

From a tactical and strategic point of view, I completely understand why companies create these walled-garden identity solutions. And to some extent, they will open their walls – metaphorically allowing outside vendors and partners to enter through checkpoints, accompanied by security and wearing clearly labeled badges. Nobody can fault a company like Facebook or Google for being careful about allowing entrée to their walled gardens. The potential for a PR backlash is significant, and that could cause the overall value of their offering to decline. So yes – it’s good to be cautious.

But it does create a significant issue for every publisher outside the top five or so because their first-party data pool is limited to the activity on their own site or apps. They don’t get access to cross-site activity, nor do they have a way to compete with the efforts of the biggest players on their own. It will be hard for publishers – even the large ones – to resist the momentum that will build to plug into these walled gardens, forcing publishers to effectively commoditize themselves in exchange for access to identity, targeting and analytics data.

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As Debate Rages, Some Brands Go In-House To Protect First-Party Data

jaystocki"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 Jay Stocki, vice president of digital services at Experian Marketing Services.

If they haven’t heard it already, every chief marketing officer will soon be asked this question: “Do you plan to take your programmatic ad buying in-house?”

The in-house programmatic trend is really about something broader: Brand marketers are becoming more data-driven and want to empower their organizations to take an active role in the data-driven ecosystem.

When evaluating their place on the in-source vs. outsource spectrum, brands need to weigh a number of factors, including cost, trust, transparency, capabilities, experience and bandwidth. Some companies are moving toward an in-house model because they are concerned about protecting their first-party data. First-party data is one of a brand’s biggest competitive advantages. The last thing they want is to share it with outside organizations and, potentially, their competitors.

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Stretch The Boundaries Of The Mid-Funnel

davidwilliamsddtData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Todays column is written by David Williams, chairman and CEO at Merkle.

The world of addressable media continues to gain scale and momentum. Every day, new addressable audience platforms, such as Apple, Amazon and Walmart, join Facebook and Google in enabling content-rich, individually personalized experiences.

Even where true person-based marketing is not yet possible, great advances in programmatic, audience-based media continue to develop in digital media and television. First- and third-party audience platforms are enabling not just targeting but delivery of immersive, highly branded content, such as native and video, across devices.

This means the traditional separation between right-brain and left-brain thinking about brand vs. performance falls away, making way for a more powerful, integrated approach focused on delivering an addressable experience.

This new way of thinking focuses on the targeting and delivery of relevant, branded experiences to the individual consumer, vertically integrated throughout the buying cycle. This concept has been around for some time, but addressability at scale through the platforms is now bringing it to life, driving competitive advantage.

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Can Facebook Overtake Google And Fix Cross-Channel Marketing?

michael-caccavaleData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Todays column is written by Michael Caccavale, CEO at Pluris Marketing. 

Facebook is one of the biggest publishers in the world, but the company is still looking up at Google when it comes to digital advertising. Google has more than 31% of the global market for digital ads, with Facebook a distant second at 7.8%.

Two of Facebook’s recent business decisions aim to change that, as the company focuses efforts on becoming both an ad network and ecommerce platform. But is Facebook biting off more than it can chew?

Doubtful. The social network is making all the right moves. With its new Buy button and revamped ad network, Facebook is positioning itself well to sell ads inside and outside its walls.

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Programmatic Co-opetition: A Smarter Way For Insurers To Serve Ads

steve-yi"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Todays column is written by Steve Yi, CEO at MediaAlpha.

Cold feet, rate comparisons and digital noise are all common distractions that might stop a customer from doing business with a specific insurer. But that customer could still be a good fit for a competitor.

That may sound like bad news, but it really could be a benefit for all players. These days, an insurance company can turn into its own publisher and sell ad inventory to the competition at various points in the insurance-buying process, generating a secondary source of revenue.

You can call it the ultimate piece of the click-revenue pie.

There are sound reasons for insurers to engage in this process. On the sell side, a company might realize that it can’t offer competitive rates for a special type of coverage, or perhaps a national brand can’t underwrite in certain states. In either case, the insurance company can act as a publisher itself, selling ad space to competitors and allowing potential customers to click on a competitor’s display ad. The best-case scenario here would be to see those customers eventually come back to where they started, giving insurance companies a revenue double-dip from both co-opetition and conversion.

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How To Measure Native Advertising Performance

stevewickddtData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Todays column is written by Steve Wick, founder and president at MobSoc Media.

Native advertising is one of the fastest growing, most promising new methods of online marketing, but many brands are still trying to figure out the best way to measure its performance.

Does native advertising really work? How do we know what metrics to use?

One of the most common metrics used by publishers and advertisers to measure performance of native ads is engagement, which may include page views, clickthrough rates or time spent on the article. Others use traffic, social media sharing, brand lift and cost per click.

There are limitations to these methods of measuring native-advertising performance. Engagement does not always provide an immediate and measurable increase in sales or conversions. There are a few other methods to improve and measure bottom-line native-ad performance.

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