A key element to marketing is to accurately measure its effectiveness, so that we can, with precision, optimize and improve it. Attribution is a measurement process that consists of looking at individuals, identifying what marketing they were exposed to, and tracking that against some marketer-defined conversion event. There are many ways to attribute an impression to a conversion event, however, to do it properly involves two key concepts: click to learn about them.
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CPM Strategies of Real Time Auctions & Dynamic Bidding
Real time auctions have opened a great opportunity for advertisers to reach their target audience. The general ease of setup, scale, and targeting allow for marketers to advertise in ways they could not do before. One tricky part of bidding, however, is how much does one bid? Bid too low and the quality of the… Continue reading CPM Strategies of Real Time Auctions & Dynamic Bidding
Digital Marketers: Behold the Power of… Radio?
While a person can be easily distracted while looking at multiple things at once – say, for instance, while glancing at a television, their tablet and out their window, it’s really only possible to listen to one thing at a time, with audio therefore commanding consumer attentiveness more than visual-first mediums.
Martin on Adding Value Through Incrementality & Tackling the Future of Ad Tech
Martin’s president, Lewis Rothkopf, recently sat down with leading supply-side platform Magnite to talk about why the future of marketing necessitates causal-based measurement, so that buyers can understand the incremental impact that advertising has had on their business.
Martin Turns On the Tap for Leading Bathroom and Kitchen Solutions Provider
Wanting to gain a better understanding of advertising’s impact on their business, our client took advantage of Martin’s advanced capabilities to drive incremental visits to their website.
Martin Helps B2B Digital Solutions Company Drive More Signups
Seeking to target small business owners and entrepreneurs, our client wanted to increase the number of online signups for their product suite, which includes subscription-based offerings.
Martin Helps Empower Drive Brand Awareness, Favorability and Intent For International Skincare Client
Empower Media Marketing, a leading independent agency, wanted to measure the impact of Display media for a skincare products producer with a 60-year legacy of helping consumers care for themselves.
Get On Board – The Incrementality Train Is (Finally) Here
In the past year, we’ve witnessed ad tech companies merge, acquire, change names, evolve business models, upsize (and downsize), go public (and go private) and modify targeting and attribution strategies. Despite all the turmoil and noise, has it been enough to solve the fundamental problems that have long plagued programmatic media buying?
Martin Joins Tapad/Experian in Making Post-Cookie IDs Interoperable
Earlier this year, Martin announced its participation in Tapad's Switchboard offering, helping to ensure our support for a variety of post-cookie identity resolution standards.
Why the Right Measurement Matters Part Three: The Real-World Benefits of Optimizing Lift
Let’s take a look at some real-world success stories.
