A mythbusting look at proximity marketing: Integrations and campaign best practices

The opportunities through location and proximity based mobile advertising are well recognised now, and retailers wanting to increase sales by bringing more people into their store have a variety of options when it comes to footfall tracking capabilities.

These allow retailers and advertisers to estimate the number of visits to a store and measure the incremental impact of proximity focused campaigns on the number of visits to...

By Noelia Amoedo, 06 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Best Practice, Mobile Marketing.

Why 'cheap traffic' costs a lot more to your business than you think

Publishers are under immense pressure to provide high-volume traffic in order to meet demand, especially with prices reducing over time. Because of this, they will often reach out to third parties in order to increase their traffic volume, known as traffic-sourcing.

While there are reliable sources, there are also many fraud schemes in this arena, some of which are very difficult to stop and prevent. These smart fraud schemes look like other sourced traffic on the surface, enticing publishers to buy even more...

By Asaf Greiner, 24 October 2018, 0 comments. Categories: Advertising, Attribution, Best Practice, Web Analytics.

How much of your ‘working media’ is actually working?

The “working media” debate, i.e. what percentage of advertiser programmatic budgets get spent on pure media (and what this percentage should be), has been raging for some time now.

It’s a contentious topic, fueled by a historic lack of transparency, but one that, I feel, has a simple solution:

1.   Work with partners who can give you full transparency of the programmatic value...

By Joey Henderson, 08 October 2018, 0 comments. Categories: Advertising Technology, Attribution, Programmatic.

Five steps to avoid wasting your display advertising budgets

There is a myriad of advertising partners available to buy media and help mobile advertisers to reach their target audiences, and advertisers need to follow clear criteria to find the right ones. In the world of data-driven advertising, it is a common (and logical) practice to distribute advertising dollars based on the cost per conversion each partner is delivering, and those delivering the best price, or in other words, the best ROI, will get the bigger budgets.

By Tiago Vila Verde, 28 August 2018, 0 comments. Categories: Advertising, Attribution, Programmatic.

What’s next for attribution when two-thirds of cookies are rejected?

In the early days of digital advertising, hopes were high that the industry was entering a new era of accountability. And, for a while, it did. When everyone used one browser and one device, tracking tools such as the cookie functioned as a viable approximation of individuals that powered accurate measurement and attribution.

However, times have changed.  

Not only do consumers make their activity harder to trace by using multiple connected devices — at least three per...

By Peter Falcone, 25 July 2018, 0 comments. Categories: Advertising, Attribution, Personalised Marketing, Publishing.

Adobe adds batch of new marketing tech & analytics features

Adobe has announced a suite of updates to its cloud marketing stack, including attribution improvements and the ability to hyper-personalise ads for marketers in the travel sector.

The software company launched Attribution IQ at Cannes Lions earlier this week, an update to its Analytics Cloud that will offer marketers a 10 different models for measuring the effect of their marketing campaigns.

In a blog post, Adobe Analytics’ senior...

AppNexus launches ad industry’s first programmable demand side platform

AppNexus is hoping to shake up the world of buy-side advertising with the industry’s first programmable demand side platform (DSP).

The AppNexus Programmable Platform (APP) uses machine learning in order to allow traders to manage and execute multiple customised and complex strategies. The company states that the platfrom allows for greater effecinecy in setting up campaigns, as well as managing and modifying them. Traders buy views rather than impressions with the platfrom’s identity and...

By Colm Hebblethwaite, 06 November 2017, 0 comments. Categories: Advertising Technology, Attribution.

Analyse, report, repeat: Here’s what you need to be tracking

When your boss asks you how the online marketing efforts are doing, what do you say? “We’ve increased impressions by 30% and traffic is up 15%.” Do you know what that means for business growth? Does your boss?

Digital marketing is great for equipping businesses and marketers with the data to define their success and find unending opportunities for growth. Unfortunately, this also makes it incredibly difficult for marketing leaders to determine what truly matters to grow their company.

And yes, I say grow...

By Kathleen Lavallee, 10 August 2017, 0 comments. Categories: Attribution, Best Practice, Data-driven marketing, Web Analytics.

Dyson: Lessons from its first retail experience

(c)iStock.com/Petar Chernaev

Dyson's just opened its first dedicated UK store, taking its offering up a notch. But how did the business' first retail concept fare against other innovation heavyweights in terms of customer experience?

Of course, brilliantly. But we could still urge them to go further.

The store seems aesthetically sharp and alive with motion. Its salon experience is equipped with in-store hair stylists, meaning Dyson drives understanding of its...

By Kevin Gill, 28 July 2016, 0 comments. Categories: Attribution.