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.
