Ask any online marketer about their latest campaign and you’ll likely hear their results in the form of performance metrics such as click-through-rates, impressions, and of course, post-impression conversions.
These numbers provide vital insights into the campaign elements that worked (and those that didn’t). Yet when it comes to determining attribution, we all know there’s a wide margin of ambiguity.
Regardless of how much the online ad industry has evolved over the past 15 years or so, we’re still challenged by the lack of an indisputable, clear-cut method to determine attribution.
For example, many advertisers today still rely on a last-click attribution model, which overlooks the reality that, most likely, multiple touch points influence each sale. An improved method others have adopted is a hybrid model that credits the various channels involved in the sale. While this is certainly a huge improvement, it doesn’t paint the most accurate picture or give insight into which marketing channel is performing best.
This is why the industry needs greater transparency across every marketing channel. When presented with a more comprehensive view of performance across the board, you can see overlap, more accurately assess ROI and attribute proper credit for a sale.
As the industry continues to evolve, here... Read more
'Opinions' Category 
On the Path to Creating a More Progressive Attribution Model
Why Investing In Portrait Ads Makes Sense for Luxury Brands, Now More than Ever
Luxury brands have different needs than mass brands do. Even for affluent consumers, there’s a longer decision cycle for a pair of Prada loafers versus a pair of Weejuns, and for a Tag Heuer versus a Timex. Marketers familiar with the space know that they need to be more persuasive with their campaigns, and richer and more impactful with their ads. Luxury brands need to tell stories of quality and of lifestyles full of aspiration to convince consumers they’re worth the additional money.
Portrait ads make it easier for brands to tell those stories. The oversized, three-module units create rich-media canvases for brands to share HD video, audio, images, social media and other interactive elements. Many leading publishers are successfully creating native opportunities for advertisers by incorporating their own site content into one of the modules. The adjacency of premium publisher content to the advertiser’s own content is mutually beneficial and creates an effective, engaging ad unit that feels as if it’s part of the website. While the publisher content within the unit does not truly constitute an editorial endorsement of the advertiser’s product, it does serve to instill the consumer with a sense of trust for the brand advertised.
We know... Read more
Be Like Josh
During my third freshman year of college in 1988, I watched a movie that actually taught me all I needed to know about business. Yet it took me another 20 years to adopt and apply those lessons in my day-to-day life and job.
The wonderful movie was about a 13-year-old boy named Josh Baskin who made a wish to Zoltar, a creepy, fortune telling carnival game that fulfilled his wish to become Big.
I am not sure what exactly Penny Marshall was hoping to portray when she directed this memorable story, but the lessons woven into its narrative are timeless and applicable to any industry, especially ours. Marshall helped us remember what life is like through the lens of a curious and playful 13-year-old. More importantly, she helped us remember how much fun it is to behave like no one is watching.
My favorite scene takes place at the fabled FAO Schwarz toy store. Josh (played by Tom Hanks) is running through the aisles playing laser tag with another teenager. Josh gets shot by his young, worthy opponent and falls to the ground twitching like he has been zapped by a cattle prod. While Josh is full twitch on the floor, the CEO... Read more
