RSS FeedArchive for the ‘Data-Driven Thinking’ Category


News Outlets Need Native Ads, Not Paywalls

ted-dhanik"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 Ted Dhanik, CEO at engage:BDR

The news media industry is caught between the traditions of the print world and the experimentations of the digital age.

Their struggle is to make money when information is largely free. To overcome this problem, publishers are debating between growing digital ad revenue, instituting paywalls or both. My contention is that most news organizations need to take an ad-supported approach to succeed in the 21st century.

Some news organizations are erecting paywalls that aim to extract a lot of revenue from a small, price-insensitive audience. This model can’t work for most publications, though, because it cannibalizes ad revenue and requires a high level of prestige.

Instead, the future of the news business belongs to publications that use native ads to elevate the quality and relevance of advertising. By taking a direct role in the editorial direction of native ads, news organizations can preserve their influence and contribution to public dialogue while maintaining a good experience for their readers and viewers.

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Beware Of Advertising’s ‘Innovation Tax’

ryanmcconville“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 Ryan McConville, senior vice president of business development and partnerships at Kargo.

Programmatic advertising has slowly but steadily taken hold of nearly the entire digital marketing universe. And while by now you’ve heard of it, tried to understand it and even dabbled in it, brands, publishers and everyone in between continue to debate the true value of advertising automation and its projected influence over the future of media buying.

Agencies, ad tech companies and other parties on the demand side talk about the benefits of machine-driven decision-making, hyperefficiency and data targeting on steroids. Those on the supply side remain concerned about a variety of issues, including data leakage, lower CPMs and slimmer margins due to technology middlemen.

Many have taken to calling this latter phenomenon the “technology tax” – the whittling away of every dollar spent on advertising by a new programmatic supply chain stuffed with media agencies, trading desks, DMPs, DSPs, exchanges and SSPs, all of which take a cut. By some estimates, programmatic parties collectively take 70 cents of every dollar spent by marketers, leaving precious few pennies for the actual media and the publisher.

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When Was The Last Time You Delighted Your Customers?

baiju-shah-2"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 Baiju Shah, managing director for strategy and innovation for Accenture Interactive.

The digital revolution is changing the business world as we know it, bringing with it a head-spinning number of new opportunities, challenges and business models.

Companies sitting outside our industry, including Uber, Spotify and Birchbox, have begun to shape customer’s expectations for your services. With its hassle-free check-out process and app that gives customers an ETA for their rides, Uber, for instance, has redefined a standard for transportation services.

With today’s heightened customer expectations, businesses are increasingly aware that they need to provide customers with relevant interactions and seamless experiences across all channels, from mobile to online and in-store, to succeed in today’s digital world. Given the ease with which customers can switch service providers, businesses need more than a new campaign, tactic or technology to hold their interest. To remain competitive, companies should undergo a digital makeover that puts the customer experience at the center of their thinking and strategies.

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Sell The Media, Share The Intelligence

anushprabhuddt“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 Anush Prabhu, partner and chief channel planning and investment officer at Deutsch NY.

Almost every brand-related decision a consumer makes today is based on a complex string of devices and influencers. From being persuaded by ads when surfing the web, to researching on their mobile phones while shopping and seeking advice from friends when checking Facebook, each scenario, category and consumer’s decision-making string will vary.

Understanding that string is highly valuable to a marketer seeking to connect with that consumer. It can enable brands to construct seamless and tailored stories, which are more effective at persuading the consumer, successfully and efficiently.

Today, we may be getting a step closer to understanding and, more importantly, acting on these decision-making strings. In what is to be the beginning of a movement toward using login data as an identifier for ad personalization, Facebook relaunched the Atlas Ad Server last week. Atlas will leverage Facebook login data to support a persistent tracking mechanism across devices. It brings a lens to the consumer with their multiple digital devices today, and could potentially illuminate social behavior and influencers in the near future. We can now have a singular perspective on our consumer’s journey, connect with them in multiple scenarios and learn as they traverse through their devices.

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Don’t Forget the Art Behind Digital Analytics

marcrossenddtupdated“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 Rossen, executive director of digital insights solutions at MarketShare.

When most of us think about digital analytics, we tend to think about the science. Get the science, the math and the modeling down, the thinking goes, and you’ll know exactly how to distribute your marketing spend and generate incredible ROI. All you need is the right algorithm and you’re set.

As someone who’s committed his career to the marketing sciences, I’ll be the first to say that the science is absolutely critical. But the funny thing about science is that, often, the more complex it becomes, the less cut and dry your answers will be. There’s an art to sophisticated science.

That’s unquestionably the case in marketing analytics. Analytics is a tool for delivering marketing results to individual businesses, which means that effective digital analytics come from fitting the science to unique business needs. That requires understanding the individual concerns, questions and operations that drive each marketing campaign, and shifting the models accordingly.

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Has AppNexus Spotted A Chink In Google’s Armor? Facebook Did.

mattkeiserddt"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 Matt Keiser, founder and CEO at LiveIntent.

When AppNexus paid nearly 15% of its total value for Open AdStream (OAS), speculation ran rampant about the motivation. As an entrepreneur and a CEO in this market, part of my job is to speculate and play armchair quarterback when these deals form. This acquisition put AppNexus in a better position to compete with Google and Facebook and, even more important, move the entire industry forward.

Here’s how: A schism has emerged between those putting their eggs in the basket of the cookie and the data-management platform (DMP) as the key to targeting, and those who put their stock in using first-party data to target, which is also known as “people-based marketing,” according to Facebook’s David Jakubowski.

Google adopted the DMP and cookie as their salve. Its embrace of this approach was the safe move in an era when people had one device and used one browser, but it’s now a new world. The average American adult owns four digital devices, according to Nielsen. This is what makes Facebook Atlas so newsworthy. It goes beyond the cookie and enables people-based marketing across device and channel.

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Programmatic Can Make Integrated Marketing A Reality

kirk-mcdonald-replace"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 Kirk McDonald, president at PubMatic.

When it was first introduced to the American Association of Advertising Agencies in 1989, the term “integrated marketing” sounded like the quintessential buzzword, just vague enough to suggest that it could be a panacea and just flexible enough to allow anyone to apply to it whatever meaning one wanted.

In general, however, the term referred to a marketing program with a clear objective of making sure cross-channel messages and communications strategies are unified and centered on the customer, as if that wasn’t what all marketing was supposed to do, always.

For years we’ve put up with the ambitions of the term, willing to suspend our disbelief, as we all knew the technology limitations of actually managing marketing initiatives to this standard. Now, in 2014, we might finally have the right technologies to turn the promises of integrated marketing into a more practiced reality.

Marketing has always aspired to be personal, to ignite emotive response through advertising and to drive action. The tools of the trade have, however, taken a leap forward in the past few years, allowing us to deliver the right message to the right person at the right time and in the right place. With such powerful ammunition for message delivery at our disposal, the efficiency of integrated strategies grows ever more vital to a marketer’s success.

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Advertising Week 2014: Technology Takes Center Stage

bob-lord"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 Bob Lord, CEO at AOL Platforms.

The annual whirlwind of Advertising Week events, when nearly 100,000 advertisers, agencies, media and marketing companies converge in New York, always presents a fantastic opportunity to take stock of our industry and where it’s headed.

There was a different vibe in the air this year. Although the digital revolution has been reshaping the marketing world for well over a decade now, as recently as one year ago few could even define what programmatic means.

Technology has traditionally taken a back seat to the glamour of creative strategy and TV upfronts. A great deal of confusion still exists about how to effectively tap into the proliferation of IT offerings available to buy, sell, optimize and measure ads.

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Will RTB’s Promise Ever Be Fulfilled?

arilewineddt"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 Ari Lewine, co-founder and chief strategy officer at TripleLift.

RTB has revolutionized digital marketing. That said, it still has a number of well-known hurdles to overcome, most notably quality, fraud and viewability – each of which has spawned its own subindustries. While these issues justify the attention, there are a number of others that fly below the radar but expose the same degree of systemic problems in the RTB ecosystem.

On the buy side, the irrational valuation of third-party data threatens to undermine much of the promise of RTB. Meanwhile, on the sell side, RTB has introduced circular – and frequently infinite – auctions, the worst form of the publisher daisy chains that it was meant to address in the first place.

Third-Party Data: Overvalued

One of the greatest strengths that RTB has introduced is the ability to overlay cookie data, ostensibly helping clients more efficiently and effectively target consumers, wherever they may be. The reality, however, is that while brands have had success retargeting by leveraging valuable first-party data, the same cannot be said about third-party data. The unfortunate truth is that much of the available third-party data available simply lacks quality and reliability.

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It’s Time To Move Beyond Viewability: Better Metrics Await

chris-stark-2"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 Chris Stark, senior vice president of product marketing at Grapeshot.

There’s a fair amount of debate regarding display and video viewability standards now being transacted in the marketplace and it’s not surprising that as an industry we are not seeing the forest for the trees.

In order to better benchmark ad effectiveness, there is a desire for broad agreement on the degree of exposure a digital ad gets on a given screen. The real debate is as much about the methods by which exposure is measured and certified as it is about the threshold itself. Surrounding the issue is a general wariness that the current “standard” may gain irreversible traction because it facilitates ad buying today, despite its potential flaws.

While the debate is a valid one, I’m hopeful that the discourse will not get stuck on the narrow scope of viewability standards. We need to get back to asking what ad tech can offer brands to make metrics more relevant and useful.

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