RSS FeedArchive for the ‘Data-Driven Thinking’ Category


Stop Working For Your Vendors

christopherskinner"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 Christopher Skinner, CEO at MakeBuzz.

I spend a lot of time traveling the country and meeting with big marketers to understand how they get new customers. Most of their internal marketing conversations quickly get bogged down with things like numbers, tactics, vendor selection criteria and KPI goals.

It’s understandable. Today’s marketing landscape is highly complex, and the ever-expanding roster of ad technology has marketers spending a lot of time simply trying to understand if they are missing something. Marketing leaders at larger companies hold up the Lumascape and wonder what they lack, while the expense and complexity of solutions terrifies smaller, resource-constrained firms.

The rise in chatter and intricacies in the system make me think about working for my father as a young man in his heavy machinery business. I helped him with duties like organizing projects and handling logistics. It was an incredibly thankless job. The right parts had to make it to the right part of the job site at certain times, confirmations made and invoices matched with purchase orders. There was always a screw-up of some kind. The best you could reasonably hope for was not messing up too badly. A job well done never received kudos.

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How Three Targeting Tools Can Drive Mobile RTB Adoption

jimcaruso"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 Jim Caruso, vice president of product strategy at Varick Media Management.

Advertisers are very excited about the rapid growth of mobile usage among consumers. By keeping Internet-connected devices close at hand at all times, consumers are essentially carrying an ad delivery mechanism with them day and night. Total monthly mobile app and web impressions available have more than tripled since August, according to AppNexus, one of the largest digital ad marketplaces.

Despite constant connectivity, reaching consumers on mobile devices is harder than it looks. Several mobile-specific targeting capabilities have been slower to scale than advertisers had hoped. Still, we’ve reached a point where advertisers have no choice but to adopt and integrate mobile into their media mix.

Yet there is no universal cookie targeting option for mobile advertising, so audiences built on top of the consumer behavior patterns that advertisers have come to rely on aren’t available. In order to get the most out of buying mobile in real time, three separate mobile ad targeting tactics need to come together.

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A Deeper Dive Into Pinterest’s Aggressive Ad Strategy

joybaer“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 Joy Baer, president at Strata.

Recent reports that Pinterest is seeking $1 million to $2 million commitments from advertisers mark a bold strategy for the company, especially considering that it hopes to fetch a CPM range of $30 to $40.

I like that Pinterest is aiming high. There are certain moves it can make that will allow the company to command such a high CPM. It will be a challenge to get there, but it’s possible. It already appears on the right track.

Pinterest started testing some advertising late in 2013, and it seems that a big concern for users is being inundated with potentially less relevant pins.

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How Brands Can Solve Their Privacy Problem

shainaboone"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 Shaina Boone, senior vice president of marketing science at Critical Mass.

Last month marked the 25th anniversary of the World Wide Web. Since then, the Internet has enabled unprecedented access to knowledge and unlimited potential for people to communicate across the globe.

Recent history, however, has shown that the Web’s immense possibility is not without peril. Edward Snowden’s NSA revelations and highly publicized data breaches involving brands such as Target and Neiman Marcus have fuel public skepticism and downright distrust of not only the government, but also major digital players in the industry, including Google and Facebook.

All of this necessitates a more urgent conversation between brands and consumers to clarify what is actually being collected and why and how it can be used for the good of the user, such as enhancing the online experience, rather than solely being perceived as a sinister invasion of privacy.

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Viewability Gets Approval For Display, But Is It Ready For TV?

jonheller"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 Jon Heller, co-CEO and co-founder at FreeWheel.

When the MRC recently announced it had lifted its advisory on viewable impressions for display advertising, it noted that enhancements to standards on viewable video impressions are also in the works. In considering any forthcoming action, I encourage the MRC to remember that the digital video advertising market is far from homogenous.

It’s bifurcated into two markets: in-stream advertising inserted into premium TV-quality content and video advertising that is more akin to display. Before removing the advisory on video, it’s important to consider the unique dynamics and challenges of each segment and how they will be impacted by a viewability standard.

The premium video segment of the market is, by its nature, less prone to produce nonviewable inventory because its ads run before or in-stream with highly desired content. Due to its supply-constrained nature, the segment also possesses a very high cost for wasted inventory.

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Digital Marketing Consolidation Is Not Inevitable

martinkihnData-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 Martin Kihn, research director at Gartner.

You can't swing a cat video in the marketing and ad tech space these days without hitting someone who says they have a hub, cloud or suite. A litter of credible upstarts are clawing onto the pile started by IBM, Adobe, Salesforce.com and Google, ranging from data providers (Acxiom, Neustar), analytics powerhouses (HP Autonomy), service providers (IgnitionOne, Digilant) and a few veteran tomcats (Oracle).

And we've all seen the logo farms and transit maps that show herds of providers just yearning to become the pick of the litter. Common sense says a frenzy of acquisition in 2014-15 should lead to a more domestic setup where a few megahubs divide most of the market, from CRM to advertising and analytics. We’ve already seen convincing shakeouts in categories such as ad servers, website analytics, marketing automation and, most recently, data-management platforms.

Is rollup inevitable? After the catfights subside, will we peer over a postapocalyptic landscape that looks something like telecoms or airlines, with four to five big bananas monitored by the government?

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Programmatic Is Not A Strategy

seideman"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 Seideman, US director of the targeting and exchange team at Microsoft.

Programmatic has been never simple. But back in 2010, programmatic only meant one thing: the auctioning off of display impressions, also known as real-time bidding (RTB).

Today programmatic is a loaded term that can mean widely different things. As media sellers, programmatic must be treated like a Russian nesting doll. Sellers need to ask the right questions to peel back the unimportant layers and dig into the marketer need that is underneath it all.

Buyers, on the other hand, need to be more upfront with stating their marketing goals, as opposed to just asking for programmatic offerings because it’s the hot new marketing term.

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What Goodhart’s Law Can Teach You About Performance Data

romanshraga"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 Roman Shraga, data scientist at PlaceIQ.

Is there a metric you use to evaluate the effectiveness of something critical to your company’s success? What about a metric used by your company to evaluate you?

If so, it is essential that you understand what could go wrong in the evaluation of performance data. Your job depends on it!

Performance data is the information used to assess the success of something. It’s how you evaluate the effectiveness of an ad campaign, the throughput of an engineering organization or the business attributable to a specific salesperson, for example. Because performance data is directly tied to the key goals of both individuals and organizations, it is a sensitive – and even contentious – topic. It is ripe for obfuscation and abuse.

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Debunking the Mobile Exchange Myth

eliiportnoyddtData-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 Eli Portnoy, general manager at Thinknear.

Mobile exchange inventory has gotten a bad rap.

The age of programmatic and RTB had brought tremendous improvements and advantages to exchanges. Publishers can monetize a much larger percentage of their inventories. Advertisers can buy only the impressions that perform. The ecosystem as a whole can shed many of the inherent conflicts in the ad network model, where both publishers’ and advertisers’ needs must be satisfied by a single entity.

However, with all of the advantages that came with RTB, many disadvantages appeared in the desktop Web world. This exchange inventory has historically been low-quality, often placed below the fold, and is sometimes not safe for brands. Thus, the bad rap.

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What’s Behind The Rise in Self-Serve Programmatic?

andrewcasale"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 Andrew Casale, vice president of strategy at Casale Media Inc.

One of programmatic’s key promises has always been that it would disrupt the ad networks’ lock on inventory supply in the market. Through programmatic, advertisers gain the opportunity to take full control over a scaled buy, and to conduct it on their own terms and with their own data.

But to date, a disproportionate share of spending in the programmatic market has come from ad networks, regardless of the fact that the industry laid the groundwork years ago. It’s a reality that was highlighted at the recent OMMA RTB conference by Jay Seideman, Microsoft’s senior director of US targeting and exchange.

What happened to the disruptive promise of programmatic? I tasked one of our RTB marketplace analysts to find out. Checking Seideman’s observation against our exchange’s buyer-level data, what we found both validated his comments and revealed a surprising silver lining.

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