RSS FeedArchive for the ‘Data-Driven Thinking’ Category


Native Programmatic Will Scale When Everyone Loosens Up

gilesgoodwin“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 Giles Goodwin, co-founder and president of product and technology at Flite.

Display advertising had almost been written off when native advertising made its mark against a backdrop of controversy.

While commentators wrangled over how wide a church-state gap was necessary between advertiser and editorial to skirt ethical issues, both advertisers and publishers assiduously collaborated on native campaigns for one simple reason: They work. By creating advertising that suits the consumption patterns, functionality, topical focus and format of its context, advertisers gave users substantial reason to engage.

Native advertising has grown by leaps and bounds, but why hasn’t it knocked out the lowly banner? It has not reached scale, whereas banner advertising, whether direct or via RTB, enjoys almost limitless application and scope. Programmatic has only reduced friction and enhanced targeting. Native ads might be worth caring about, but the lack of scalability has rendered them a niche player.

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Who Should Own Customer Data?

brooksbellData-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 Brooks Bell, founder and CEO of Brooks Bell Inc.

Businesses capture mountains of data and increasingly use it to make smarter decisions. Customer data has become a valuable asset for many businesses by helping to increase competitiveness in crowded markets. But this data requires management to be effective, and organizations must be vigilant to ensure sensitive information remains secure and private.

Managing data and keeping it secure is a monumental task, one that demands a broad set of competencies. Where, then, does this responsibility fall within an organization? Who owns customer data?

At first glance, data seems to fall firmly within the domain of IT departments, where the knowledge necessary to capture data from websites, create and manage databases and perform complex analytics typically resides. But placing customer data completely under the jurisdiction of IT creates a few problems, too. Frequently, crowded development and maintenance schedules slow the responsiveness of IT departments, making flexible use of data difficult. In addition, marketing, merchandising and other strategies are not always communicated to IT, opening a possibility for misalignment of efforts.

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My Customer, My Friend

nishat-dunnhumby-usethis"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 Nishat Mehta, executive vice president of global partnerships at dunnhumby.

Consumers further consolidated the number of retailers they invested in last year, shopping at fewer stores than in the past, according to a study from PwC [PDF].

This finding surprised many observers because of the proliferation of online retailers in the past decade. Because we often overthink and complicate these types of issues, this news will likely create all sorts of reactions about the need for omnichannel thinking, real-time mobile interactions, location-based services, and anything with the word “social” in it.

I may be oversimplifying this, but while we can pursue numerous paths to address this trend, the best reaction to this is may be to review the lessons we learned from the way we make friends.

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Facebook And Twitter Will Dominate Display Ads in Two Years (Or Less)

bobbuch“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 Buch, CEO at SocialWire.

Off-network ads from Twitter and Facebook are poised to transform the display ad industry and disrupt many exchanges that have dominated the display market for nearly a decade.

Facebook recently announced a test of off-network ads on mobile, and Twitter’s purchase of MoPub sends a strong signal about its intent to take Twitter ads off-network. In turn, the Open Web is forming its own battle lines, with Oracle’s purchase of Blue Kai, Rocketfuel going public and Turn preparing for its IPO.

Why Social Networks Will Best The Open Web

The Open Web fights with aircraft carriers and drones while social uses rifles, but the battle will increasingly be fought on terrain where social has the advantage: mobile. The Open Web uses cookie-based technologies and real-time bidding (RTB), which is far more advanced than the technology used by Facebook and Twitter for advertising on their networks. But when the battle is being fought on mobile, where cookies don’t work, advanced targeting is rendered almost useless.

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The Forgotten Side Of Viewability

mattscharfupdated“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 Scharf, manager of display media operations and analytics at Adobe.

The topic of viewability has infiltrated our lives. Viewability vendors flood the marketplace as marketers take steps to measure their campaigns. If you're one of them, you're headed in the right direction, but you’ve only just scratched the surface because measuring viewability is just the bare minimum.

Viewability poses two problems to marketers. They’re both equally important but only one gets discussed. Meanwhile, the other smolders behind the scenes, dragging down the efficiency of your media.

The one you’re probably aware of because every one talks about it is the inventory quality problem. Simply put, marketers waste budget by paying for out-of-view impressions when they shouldn't. This will take a long time to solve. The industry needs to figure out the economics of moving away from the standard CPM buying model and replacing it with vCPM, where only “viewed” impressions are paid for. And once that happens – if it ever does – you will have waited a long time to solve only half the problem.

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Why Mobile And Cross-Screen Strategies Clash (And How To Fix Them)

erniecormier"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 Ernie Cormier, CEO at Nexage.

At first blush, there are two strategic imperatives in digital advertising that appear to conflict.

First, marketers are catching up to the massive consumer shift to all things mobile. Second, there is a strategic emphasis on cross-screen to create a holistic and powerful experience as consumers move among devices throughout their day.

The conflict comes from jumping into cross-screen without fully mastering mobile — especially as consumers increasingly use mobile as their primary screen.

The basic crux of the issue is that as mobile emerges as the dominant and critical digital channel, it becomes competitively perilous to underperform in mobile, whether as a separate channel or part of a fully operating cross-screen capability. I recognize that companies are running initial pilots now and marketing messages may suggest that the market is far along.

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In Defense Of The GRP

benjaminmasse"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 Benjamin Masse, vice president and general manager, a2x, at Triton Digital.

The advertising industry has changed dramatically in recent years. The digital age and vast array of audience-tracking data has created an “out with the old” mentality that doesn't always serve marketers' best interests. Digital tracking and targeting, however, has limitations, and we should think twice before abandoning the tried and true methods of the past.

The gross rating point (GRP), used by advertisers to measure the percentage of their targeted population reached, is among the tools that should withstand the test of time. With the rich data available today, some claim that GRPs, which rely on traditional data points such as age, gender and location to target audiences, are “dumbing down digital.” On the contrary, they remain a valuable piece of the puzzle.

Before I discuss the merits of GRPs, it is important to note that there isn’t one universal targeting solution that has the ability to deliver the perfect user on a silver platter. Even digital tracking options have faults. Cookies are limited to the browser, which is quickly being overshadowed by native mobile apps.

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The Not-So-Secret Agent’s Dilemma

ted"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 McConnell, a consultant at AudienceScience.

Lately, trade pundits are predicting the disintermediation of agencies at the hands of digital. Indeed, like Jurassic Park, the ecosystem will produce outcomes no one planned, but the interesting question is not what or when, but why.

For the record, what might be coming is not exactly disintermediation. It’s re-intermediation because it’s not like intermediaries will go away. Driving the trend is a simple meme: There are too many pigs at the trough.

Placement of a single impression might require a planning agency, buying agency, trading desk, DSP, exchange, DMP, SSP, publisher and two ad servers – that’s roughly 10 intermediaries. Miraculously, all mouths get fed and the ecosystem still manages to deliver good ROI.

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How Device Recognition Can Make Marketing Campaigns Better

tom“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 Tom Manvydas, vice president of advertising strategy and solutions at Experian Marketing Services.

The proliferation of connected electronics has spurred new interest in device-recognition technologies even though they have been in use since the 1990s.

As we enter the “Internet of Things” era, device recognition will significantly impact the ad tech ecosystem. Many network advertising technologies are becoming obsolete as cookie blocking grows and the Internet becomes more mobile and device-centric.

Device recognition will be yet another technology challenge for marketers but has the potential to overcome many key tracking, measurement and privacy issues with which data-driven marketers have struggled. By leveraging device recognition technologies, marketers can protect their investments in Web 2.0 ad tech, like multitouch attribution, and improve their overall digital marketing programs.

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Zoom Out: Go Beyond Hyper-Local

laurenmoores"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 Lauren Moores, vice president of analytics at Dstillery.

We’ve all heard the hype about hyperlocal marketing. This kind of mobile targeting allows brands to reach consumers on mobile devices and send messages while they are in and around a company’s store. Starbucks, for instance, can send a message to customers while they are in or around a specific Starbucks location.

While this is a pretty cool party trick, the potential of mobile does not, and should not, stop there. The problem with focusing on hyperlocal targeting is that it obscures the real strategic potential that comes from massive consumer mobile adoption. There are much more exciting ways for marketers to harness the power of mobile.

We all know that consumers are addicted to their smartphones. Reports show that 91% of adults have a mobile phone within arm’s reach around the clock. Smartphone owners look at their phones 150 times a day. These activities leave signals of behavior, allowing marketers to learn a lot about consumers from their mobile journeys, with benefits way beyond local targeting.

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