Not all lift measurement methodologies are created equal
Why You Should Move Spend to Programmatic
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.
Why Having Fewer SSP Connections Is Better for Buyers
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 the Right Measurement Matters Part One: Why Is CPA Not the Right Measure of Campaign Success?
Why is CPA outdated and mostly unhelpful?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.
Third-party cookie deprecation can’t come quickly enough
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.
