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.
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
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’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.
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.
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.
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.
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.