Last week we heard the big news that Twitter launched a new advertising network known as the “Twitter Audience Platform” which offers additional ad options to marketers and increased reach beyond the Twitter platform itself.
Over the past few years we’ve undoubtedly seen an abundant rise of new media channels popping up in rapid succession, along with an explosion of mobile devices that are transforming consumer buying behaviors. However, with new channels and devices come new challenges for us marketers on how to measure marketing interactions.
Seeing the sea change in the market, the folks at eMarketer created the report, “Cross-Platform Attribution: Device Identification, Big Data Pose Continued Challenges”, to clarify what’s currently happening in cross-platform attribution and highlight the complications marketers face in achieving a truly complete view. Featured in the report is OptiMine’s own chief marketing officer, Matt Voda, along with other top industry leaders.
This past week, Verizon reached an agreement to buy AOL for $4.4 billion. Yes, $4.4 billion. As shock hit the web, many pondered why Verizon would buy into the once thriving internet company? Initial reports linking the acquisition to content (AOL currently owns The Huffington Post and TechCrunch) weren't quite on target.
SO WHY PAY BILLIONS OF DOLLARS FOR THAT?
As it turns out, it was all about the ad tech. As the digital advertising industry moves toward automation, for the past few years AOL has been acquiring companies that help in every step of the ad buying and measurement processes. As the ad industry is forced to evolve to the massive mobile tidal wave and the surge in programmatic buying, it is clear that traditional forms of ad tech – tracking, measurement and optimization – no longer apply. With the acquisition of AOL and its ad tech platforms, and Verizon’s access to millions of consumers and their behavioral data, the company clearly wants to be in the epicenter of this new ecosystem.
We’ve been watching cookies crumble for some time now, with major browsers moving to block cookies and the increasingly widespread understanding of cookies’ multi-faceted limitations – chief among them the inability to track users across devices in today’s multi-device world. Facebook’s Atlas launch is just further, resounding testament to the inevitability of cookies’ demise (and the shakiness of attribution solutions which rely on them as their foundation). As head of Atlas Erik Johnson noted:“Cookies don’t work on mobile, are becoming less accurate in demographic targeting and can’t easily or accurately measure the customer purchase funnel across browsers and devices or into the offline world.”
While aspects of Facebook’s Atlas indeed may offer reasons for advertisers to applaud, in other areas it does little to overcome cookies’ limitations – and, in fact, introduces new complications for marketers. Read on to understand what’s good, bad and (still) ugly about this latest move to replace cookies.
The world of digital advertising is filled with shiny objects and one of the shiniest is mobile. According to an article published in VenturBeat, Juniper predicts that in-app advertising will reach $17 billion by 2018. That’s an increase of almost 400% over the meager $3.5 billion spent in 2013.
Taken in isolation, the rapid rise of spending on in-app ads is quite a story. But when placed side-by-side with this recent report from eMarketer, advertisers have a new variable to consider before spending their next in-app ad dollar.
INNOVATION WILL PAVE THE WAY FOR A COOKIE-FREE WORLD
It’s Girl Scout Cookie season and we’ve had our share of Thin Mints and Dulche de Leches. But another type of cookie – the third-party cookie – is in the news of late, and the battle brewing around it is bringing renewed attention to the issue of Internet privacy and how much tracking is too much
ADOTAS has put forth an Op-Ed that takes a look at the at trends in the digital advertising space. It drew on several sources, including eMarketer and Forrester, and considered, among other things, spend - current and future, media mix, and influencers. Of the several conclusions drawn, three that pertain directly to paid search are:
If you're wondering how consumers intend to behave this holiday shopping season, Google and Ipsos OXT have released a report that should take some of the mystery out of it for you. For your convenience we've embedded the report below, or you can download the pdf here.