“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 Jeff Green, founder and CEO at The Trade Desk.
While I joined my fellow Americans in catching World Cup fever, I couldn’t help but lose some steam after the US fell to Belgium. Germany’s victory was a well-fought, well-played win, which I was happy to celebrate with my German colleagues.
Throughout the tournament, though, I was struck by how often goals, and the goal-scorer, were the only plays and players featured in highlights. It made me think of the challenges we face as marketers in RTB in dealing with the old-school method of last-touch attribution. How can we, as data-driven marketers, continue to assign credit for campaign conversions in such a myopic way?
The problem is that last-touch and last-click attribution have been a pretty consistent standard. Collectively evolving to something better is one of the hardest changes to make in advertising. It is also one of the most important next milestones for our industry. As many others look back on lessons from the World Cup, I find myself looking ahead to a different kind of football – the upcoming NFL season – for a model of how we can improve in RTB.