How did programmatic go from being a media buying efficiency solution, to become the default method of transacting digital media? Go for a walk down Memory Lane with Martin DSP’s president, Lewis Rothkopf, as he joins Brad Friedman on The Digital Slice for a primer on buying for optimized incrementality at all funnel stages.
Without a full understanding of how a marketer’s advertising is working, they’re left in the dark about how to measure its level of success. Shifting to a lift-based metric helps marketers close the loop, and understand the incremental impact of their spend on their business’ bottom line.
For marketers, measuring Cost Per Acquisition (CPA) only reveals how many people who saw an ad took an action. It fails to answer the important question, which is how many people took the desired action because they were exposed to the ad. To solve that, we need to leverage incrementality measurement.
For marketers, which are the metrics that matter? Why are the old ways of measurement and attribution hopelessly outdated? Our Lewis Rothkopf joins the Jeff Bullas Show to illuminate the good, the bad, and the future, when it comes to media measurement.
Marketers want conversions, but not all measured events are the same: some metrics shine a light on which advertising is working, while others may make us “feel good” without providing any real business insights. Our Lewis Rothkopf joined the Pathmonk Presents podcast to talk about why Incrementality is the best measure of campaign success.
For eCommerce merchants, every ad impression counts. But there are many methods of measuring campaign success — some good, and others unhelpful or even misleading. Lewis Rothkopf joins eCommerce on Steroids to explore the options.
Changes are coming to the way digital media is bought and measured, leading marketers to wonder about what the new world will mean to them. Our Lewis Rothkopf joined “Breakfast First” to talk turkey about cookies.