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?
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.
Let’s take a look at some real-world success stories.
Not all lift measurement methodologies are created equal
This may sound elementary, and it may even sound self-serving (as I have an obvious bias.) But there’s still a lot of media spend that doesn’t flow through programmatic pipes, and in most cases that does a disservice to media buyers. Marketers who don’t execute in the most efficient way possible risk giving their competitors an edge.
Adopting the well-worn strategy of “more suppliers, to infinity!” inevitably results in the quality supply being drowned out by ultra-long tail or even downright embarrassing supply. Marketers should focus on quality, performant supply that’s available at a good value.
Why is CPA outdated and mostly unhelpful?
Measuring the actual, causal media benefits of a campaign using an incremental lift approach allows marketers to home in on the actual real-world impact that their marketing has had.
Cookies, am I right?! It’s okay: the sky is not falling, behavioral targeting will not disappear, contextual-only is not the answer, and there won’t be any one single solution that provides a global solve.