DMA2013: Who Gets Credit for Online Purchases?

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Magnetic CEO James Green attended Chicago’s DMA2013 on Oct. 14th to moderate an expert panel focused entirely on attribution. The panel, consisting of digital ad industry experts from C3 Metrics, Google, Adometry and Adobe, represented a wide array of outlooks on current attribution models, how measurement varies depending on campaign type, viewability, and ways to make attribution actionable.

James’ panel “Attribution: Who Gets Credit for Online Purchases,” included the following speakers:

Panel Highlights

  • Types of Attribution Modeling (algorithmic & rules-based)
  • How to look beyond last click/last event
  • Key metrics: The relationship between ads and ROI
  • Cross channel campaign analysis: breaking down silos
  • Why attribution is challenging
  • How to accurately measure retargeting campaigns

Watch the entire panel here.

West Coast Viewability Roadshow

SF Viewability

This past week Magnetic brought its famed Viewability Roadshow Series to the West Coast, landing in San Francisco and Los Angeles for back-to-back evenings of networking, cocktails, and expert insights.

Following an energetic hour of networking and cocktails at San Francisco’s Clift Hotel, guests joined a panel discussion focused on “RTB: The Good, The Bad and The Ugly.” Magnetic’s CEO James Green moderated a group of industry trailblazers, including John Battelle of Federated Media, Mark Donovan of comScore, Ian Johnson of IPG Mediabrands Audience Platform, and Scott Knoll of Integral Ad Science.

 Catch up on the panel’s engaging discussion via some of the evening’s top tweets:

  • ‏‪Scott Knoll from ‪@Integralads, what keeps you up at night? The above or below the fold lexicon. ‪#viewability  ‪#RTB ‪#AttributionRevolution
  • ‏‪What are the various types of fraud? Clutter, stacking and bots. 90% of fraud is coming from bots. ‪@Integralads ‪#AttributionRevolution
  • ‏‪@scrippscomm How do you make fraudulent activity less cost effective for actors commit that fraud? ‪@johnbattelle ‪#AttributionRevolution
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How can industry players change attribution modeling to solve for viewability? ‪#AttributionRevolution ‪#viewability ‪#adtech ‪#SF
  • ‏‪RTB offers canvas on which to be creative again. Innovation budgets could help solve for viewability. ‪@johnbattelle ‪#AttributionRevolution
  • @JamesANGreen Final thought: We do what buyers tell us to do. We want to do what’s right. ‪#AttributionRevolution

LA Viewability

Following San Francisco’s event, The Viewability Roadshow traveled to its second stop in the West Coast series, arriving at Los Angeles’ SLS Hotel in Beverly Hills. Guests enjoyed evening cocktails and appetizers on the SLS’s beautiful Garden Terrace. For our expert panel, we welcomed two panelists back from our SF event (Mark from comScore and Scott from Integral), and introduced two new So-Cal additions: Autumn White (OMD) and Chris Eberle (Federated Media). The So-Cal crowd of agencies and brands weren’t shy at all when it came to participating in our panel’s discussion!

Check out highlights from LA’s Viewability panel below:

  • ‏‪The ad being in view is the initial hurdle we have to get over before we have other performance convos. @joygantic #AttributionRevolution
  • ‏‪@JamesANGreen We constantly face challenge of having to measure campaign’s success on last click or last view. #AttributionRevolution
  • ‏‪For RTB to get to $8billion annual revenue we need more widespread predictive modeling for performance campaigns #AttributionRevolution
  • ‏‪Magnetic’s @JamesANGreen It’s important we’re honest about what’s happening. If we don’t admit to fraud, we won’t resolve it. #AttributionRevolution
  • ‏‪How can agencies face the music regarding fraud? How do we explain the challenges we still face in digital? #AttributionRevolution
  • @JamesANGreen If we own up to challenges now, sooner rather than later, we can proactively help clients understand how to work better.

This is just the beginning of The Viewability Roadshow. This traveling panel series will hit up more cities in 2014. Stay tuned!

For a sneak peak at the panel series and discussions surrounding viewability, check out the teaser video:


Viewability Roadshow Highlights: NYC

Magnetic’s NYC Attribution Revolution kickstarted the Viewability Roadshow by hosting a panel of industry experts focused on Viewability in RTB: The Good, The Bad & The Ugly. Magnetic CEO James Green moderated the panel made up of ad tech’s foremost thought leaders, including top execs from Xaxis, Federated Media, Integral Ad Science, and comScore.

The panel covered a wide range of industry hot topics, evident in the event’s Twitter coverage:

Check out our Attribution Revolution sizzle reel: 

Additional insights from NYC’s Viewability Panel:

Magnetic’s NYC Attribution Revolution 10/9/13

Viewability in RTB: The Good, The Bad & The Ugly

Viewability in RTB: The Good, The Bad & The Ugly

 

Last week’s (10/9/13) Attribution Revolution event at the Gansevoort Park Ave was a huge success (check our Instagram), with a great turnout and notable press coverage. AdExchanger covered the event and even transcribed some of our panelists’ key takeaways. Here’s a snippet: 

A panel covering RTB and “viewability” played to a packed room atop the Gansevoort Park Hotel in New York last night.

What commenced was a (congenially heated, at times) meeting of the minds between James Green, CEO of Magnetic; Anne Hunter, SVP of global marketing strategy at comScore; Brian Gleason, managing director, North America, Xaxis; David Hahn, SVP of product management, Integral Ad Science; and Walter Knapp, COO of Federated Media Publishing. Magnetic hosted the event.
According to recent figures published by eMarketer, marketers will spend some $3.34 billion on real-time bidded ads this year. With 65 million websites in the world, the ability to buy inventory programmatically “gives marketers the ability to take the guesswork” out of the equation, Gleason said. However, “understanding who the user is and what the end action we want out of that interaction is key.”
To increase the performance of RTB, understanding viewable ad impressions and the inherent obstacles – from weeding out nonhuman traffic and botnets to uncovering hidden or otherwise obfuscated ad impressions – is the challenge at hand for both buyers and sellers.
The wide-ranging panel, called “The Attribution Revolution 2.0,” touched on viewable ad accreditation and instating data quality measures as a buffer against fraud, among other things.

Here’s our Attribution Revolution sizzle reel, also accessible on Magnetic’s YouTube Channel:

We’re looking very forward to similarly successful events in SF and LA next week! Our event is exclusively geared towards top brand marketers and agencies, featuring cocktails, networking and hors d’oeuvre along with our expert panel presentation. Request your invite today! See you on the West Coast! 

 

 

 

Magnetic CEO @ OMMA Display Sept. 23-24 at NY Marriott Marquis

OMMA Display

Magnetic CEO James Green was a panelist at OMMA Display this past September.

Panel: Cookie Wars: Is It Time To Face Up To The Post-Cookie World? (VIDEO)

An entire ad economy and infrastructure has been built on the premise of third party cookies tracking, accumulating and easily passing user data across partners, exchanges and trading desks. But as browsers start shutting tracking off by default, privacy experts and industry reps start parsing the real meaning of “Do Not Track” and much of Internet usage is migrating to cookie-unfriendly mobile platforms anyway, is it time to rethink this? What is the state of the argument now among industry reps like the IAB and watchdogs and regulators? Should the ad supply chain be looking for post-cookie solutions that preserve privacy and allow true cross-platform targeting?

Moderator

Panelists

See the official program details listed on the agenda page online. Check out live tweets using the official event hashtag: #MPOMMA.

Will Search Retargeters Be Affected By Google’s Secure Search?

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Google recently announced that the company would begin securing searches for all users accessing Google properties, resulting in the encryption of their voluminous search data. While this change will undoubtedly impact marketers and search retargeting companies across the board, advertisers that leverage alternative search data will be unaffected by this change.

The reality is, search is changing – and so is consumer search activity. In the past, advertisers have thought of search in terms of Google, Bing and Yahoo!. But that type of thinking has led to limitations for search data. Advertisers’ new reality is one in which search data provides a multitude of opportunities to marketers for both branding and direct response campaigns.

“When we think of Google, most people think they own the whole search market. However, that is far from reality,” says Magnetic’s CEO James Green.

Around 35% of searches are completed on alternative search sites - outside of the traditional search engines such as Google & Bing. In fact, comScore reported last year that non-search engine properties including vertical sites, shopping comparison sites, and e-commerce sites generated more than 9.9 billion searches. Some common vertical search examples are sites focused on auto comparisons, legal resources, health inquiries, and travel. Vertical search engines also include recommendation sites like Yelp. Alternative search sites produce extremely valuable intent and interest-based data relevant for campaigns.

Marketers can find valuable, and more importantly, new customer data by embracing the concept of alternative search properties. “Non-search engine data adds up to greater specificity while searching,” says James Green. “It’s important because of the distance through which you can reach consumers down the sales funnel. Brands can reach into deeper funnel stages with alternative search. The more specific consumers are with their search, the easier it is to determine intent.” By using vertical and alternative site data, marketers will be able to expand their audience reach, and engage consumers who may not have had any previous brand interaction.

There are billions upon billions of highly valuable search data occurring beyond traditional search engines, which is something that marketers should strongly consider. And regarding the current media stir as it applies to Magnetic, in the words of our fearless CEO, “(We) hope this makes you sleep better knowing that your Magnetic campaigns will not be affected at all. Not one iota.”

SOURCE: Searching Beyond Search; Life Beyond The Googleplex

The Attribution Revolution Panelists Take on DMA 2013!

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For those who missed Magnetic’s Attribution Revolution series, you’ll have another chance to see the Attribution panelists at DMA 2013 in Chicago! Magnetic CEO James Green will be moderating the panel “Attribution: Who Gets Credit for Online Purchases?” during the Data & Analytics track. The panelists include Stefan Schnabl, Product Manager at Google, Paul Pellman, President of Adometry, John Bates, Product Manager, Predictive Marketing at Adobe, and Jeff Greenfield, COO and Co-Founder of C3 Metrics. These industry experts will discuss a variety of concepts relating to the different attribution models applied today. Topics will include viewable ad impressions, how measurement varies from branding to direct-response campaigns, and ways to make attribution actionable. Panelists will speak to many of the difficult questions about media measurement–Which ads are working? Which ads have the most impact? How do I move beyond last click/last view? Which ads or targeting strategy should actually get credit for the sale? You won’t want to miss out on this lively and informative discussion!

The panel will take place on October 14th from 11:15am to 12:15pm. You can join us by registering for DMA 2013 today!

 

 

Interactive Insiders Kicks Off in LA!

On Wednesday evening, industry experts and marketing decision makers gathered at Tom Colicchio’s CRAFT in Los Angeles to discuss issues and opportunities facing the digital community including display, search, mobile and social channels. The event was the first in the Interactive Insiders series, a private dinner series, sponsored by Magnetic and Resolution Media. The evening was moderated by Magnetic CEO James Green, and featured several discussions led by experts from Google, Integral Ad Science, Resolution Media, and Tourism Australia. Scott Knoll, CEO of Integral Ad Science, began the evening with a discussion on the current and future state of RTB, with a special focus on viewability. This was followed by a discussion titled “It’s All About Data”, led by Nancy Adzentoivich, Managing Director at Resolution Media, and Nicole Gustas, Digital Marketing Manager of Tourism Australia. The evening concluded with a Q&A on Google’s Enhanced Campaigns, led by Google’s Bon Mercado and Resolution’s Nancy Adzentoivich. Check out a few pictures from the event below, and be sure to check back for details on our next Interactive Insiders dinner!