When it comes to complex techniques like media mix modeling, the field is awash with false promises about the benefits that AI can offer.
Meta says “trust the machine” – but marketers are finding out that automated ad platforms, including Advantage+, don’t always know best.
Google’s SSP tries to cut out its DSP ahead of a possible ad tech breakup; Perplexity’s head of ads skips town; and Amazon’s search ad pause flooded the market with big spenders.
There are many misconceptions about ad measurement. But the biggest thing most marketers are wrongheaded about is in thinking there’s a single solution for attribution. It simply doesn’t exist, says attribution expert Madan Bharadwaj, founder of measurement startup M^2.
As premium game prices skyrocket and paid subscriptions and cloud-based gaming services take off, marketers sense a chance to defray rising costs with ad revenue – perhaps dispelling some doubts about the value of more ads in games.
It’s important to have frank discussions with clients, explaining the need and value of brand safety. That way, marketers can make an educated decision on whether they truly need to pay for it.
Experimentation has been proven to offer unrivaled insights into marketing effectiveness, but it remains underused. But what can organizations do to successfully integrate experimentation into their measurement frameworks?
Understanding advertising effectiveness is the cornerstone of successful marketing, yet marketers often shy away from the most reliable tools for the job.
What is incrementality testing? “I’ve been doing more interviews with journalists lately and realize I need a better answer to this question,” says Haus Head of Strategy Olivia Kory.
If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Last click may seem “simple” and “tidy,” Covato says, but it doesn’t reflect the full funnel.
Breaking down how incrementality complements multitouch attribution and media mix modeling, and how advances in AI and ML have evolved incrementality measurement beyond A/B testing.
In today’s newsletter: The CMA outlines plans to fix competitive concerns in Google’s Privacy Sandbox; media mix modeling’s comeback continues; Snap’s Q1 earnings illustrate its attribution-driven turnaround.
If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel MMM.
TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.
A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
Are retail media networks overhyped? “It’s a very fair question,” says Ali Miller, Instacart’s VP of product management for ads. The answer is yes and no. Yes, companies are jumping on the RMN bandwagon – but it’s not hype, as long as retail media can prove its value.
The round was led by Play Ventures VC with participation from Heracles Capital, a $10 million fund focused on mobile investments that was launched in May by Mobile Dev Memo Founder and all-around mobile smartypants Eric Seufert.
“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 by Trevor Testwuide, CEO and Co-Founder, Measured. With less customer tracking and online data collection, advertisers are rethinking their ad targeting and attribution methods. The time has come to revisit a measurement approach […]
