Goodway Group Prez Jay Friedman Fights The Good Fight Against Last-Click Attribution

Believe it or not, many marketers still use last-click attribution. Goodway Group President Jay Friedman has had enough of it. So, he’s pushing the indie programmatic platform to tie all campaign measurement to lift-based metrics. “By requiring a lift-based approach, we can avoid vanity metrics,” he said. “It’s changed the dynamic of our relationships withContinue reading »

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Travel Pub Fathom Uses Attribution Tech To Prove That Its Content Packs A Punch

Travel publishers often miss the boat on attribution. Although their content is an integral part of the trip-planning process at the top of the funnel, there’s no easy way to credit its role in an eventual hotel booking. Fathom, a site that publishes curated destination guides and first-person travel accounts, knew it was leaving moneyContinue reading »

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Spotify, TGI Fridays Enlist Foursquare For Machine Learning-Powered Measurement

Spotify and TGI Fridays are hooking up with Foursquare as a preferred measurement partner. Solid measurement is what seals the deal with marketers, said Brian Berner, head of US sales at Spotify. “Many of our [brand] partners have a brick-and-mortar presence, so we’ve seen increased demand for measurement that showcases how our ad platform connectsContinue reading »

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Is Apple Angling To Cut Out App Attribution Vendors?

Apple just made a move under the radar that could cause third-party attribution providers to become obsolete. In late March, Apple quietly released SKAdNetwork, an API for iOS 11.3 that allows ad networks or advertisers to directly attribute installs from the App Store without relying on an attribution vendor. Apple’s well-documented stance on consumer privacyContinue reading »

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Google’s DoubleClick Ad ID Change Presents Both Challenge And Opportunity For Attribution Vendors

Google’s decision to stop providing DoubleClick (DCM) advertising IDs in its ad server log files beginning May 25 will throw a wrench into multitouch attribution, because it will block marketers’ ability to compare Google campaigns with other ad platforms. Whether this policy change is an existential threat to independent attribution or not, the loss ofContinue reading »

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Did Google Just Kill Independent Attribution?

“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 Martin Kihn, research vice president at Gartner. In a muted squib released last week, Google signaled it would no longer include user IDs with log files from its industry-leading ad server.Continue reading »

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The World Surf League Catches A Data-Driven Wave

As the governing body for professional surfers globally, the World Surf League (WSL) promotes the sport to both casual fans and diehards. But just a few years ago, the WSL – at the time called the Association for Surfing Professionals – lacked a cohesive marketing strategy, and campaigns for different surf events were heavily siloed.Continue reading »

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Duopoly Shares More Data With Brands, But There Are Snags​

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With additional reporting by Alison Weissbrot. Sizable brands and top-tier publishers can use their clout to pressure media platforms into sharing more measurement data – but what are advertisers actually getting? Just enough to keep them spending, said Chris Kane, founder of programmatic consultancy Jounce Media. “Walled gardens will do the minimum acceptable thing soContinue reading »

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TripAdvisor Shares Take Off On Revenue Beat, Improved Online Attribution

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TripAdvisor said on its quarterly earnings call Thursday that it is part way through a significant reduction of its online marketing and has stabilized its advertiser auction platform after some buyer exits in the second half of last year cratered prices. TripAdvisor is overhauling its advertising investments due to improved data and attribution, CEO SteveContinue reading »

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Ecom Startups Purple And MVMT Take The Drudgery Out Of Cross-Channel Data Wrangling

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The paid ads folks at mattress brand Purple and online watch retailer MVMT spend their days obsessing about measurement – and stressing over data silos. Budgets are lean, and they’re under pressure to tie spend to success. A six-person team at Purple manages paid advertising across more than 15 channels. But combining, analyzing, comparing and activatingContinue reading »

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