Blog: Tag: Adotas
Rob Cooley, OptiMine CTO, has penned an article for Adotas. The subject, choosing the best keyword bidding method, is becoming a hot one among paid search professionals.
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:
- Budgets continue to shift to digital advertising channels
- Paid will remain number 1 for, well, forever it seems
- Value is driving budget distribution.
By now you've heard Mozilla's announcement to set the cookie default to "block" in the release of Firefox 22. With the current version sitting at number 19 it may be a while, but the end is nigh for 3rd party cookies. Looking for response from the industry ADOTAS reached out to OptiMine today and asked CTO Rob Cooley what he thought the impact would be. You can read his entire answer here, or go with the pasted text below, but the gist is that attention-based advertising has always struggled because it is difficult to place a real value on it using cookies alone. Add the explosion of multi-device usage and the change to Firefox will only only make the problem worse. So, what's an advertiser to do? Look to impressions:
January is the month publications across the globe publish predictions for the coming year made by the industry's top experts. ADOTAS is no differnt. Actually, it is a little bit different in that its list of 51 predictions includes three from OptiMine's CEO Jim Moar. Jim's predictions range from the development of new technolgies that will do what attribution can't--measure ad value, to the development of cross-channel measurement standards, to solutions for optimizing ad mix.