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Blog: Tag: Emarketer

Google and Yahoo: a battle for web dominance

The battle rages between Google and Yahoo, both fighting to be the winner in the war for digital advertising dollars. Google is, to date, the clear winner in the paid search realm, but display advertising...

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Dealing with the “Data” in Data-Driven Marketing

How lucky are marketers today, what with all that wonderful data generated by, especially, their digital marketing efforts? It's a veritable feast of numbers: impressions, CPC, CPL, CTR, etc., etc. So, what's not to love about it? According to some companies, plenty. eMarketer is out with a new study that shows that the biggest challenge facing companies, in terms of "Bid Data", is "the time and manpower required to collect and analyze it." The full chart of answers is below and it is almost a graphical representation of the throwing up of ones hands in a surrender to the issue at hand

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Does Bid Data mean Bid Trouble for Digital Advertisers

There is no doubt that data is driving digital marketing today and that the term "Bid Data" is the latest in a long line of "Big" cliches.  But an interesting thing has happened on the way to the utopia of data-driven decision making; most of us aren't sure exactly what to do with what we have.  Two articles published less than a month apart by eMarketer illustrate the paradox

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The budget goes to the digital channels that deliver value

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:

  1. Budgets continue to shift to digital advertising channels
  2. Paid will remain number 1 for, well, forever it seems
  3. Value is driving budget distribution.

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How are companies using cross-platform attribution?

Note: For the purposes of this post, the terms cross-platform and cross-channel are used interchangeably.

It’s a bit early, but attribution—specifically cross-channel attribution—just might be the topic of discussion in 2014. Advertisers have been fighting the battle for a while, but things are starting to get serious with the dizzying pace of channel proliferation and ROI accountability on the rise. Attribution is a place many advertisers have turned to track users from channel to channel as they engage with their brand, and to look for insights to help them decide where and how much to spend. Regardless of what advertisers ask from attribution, it struggles to provide the answers.

A recent report from eMarketer, “Cross-Platform Attribution: A Status Report on Overcoming Select Attribution Challenges,” clarifies the issues preventing attribution from delivering on its promise: measuring the cross-channel value of digital ads.

OptiMine CEO Jim Moar is featured in the report, along with several other industry experts, offering his insight into why attribution is flawed with respect to measuring ad value.

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eMarketer: Approaches to Cross-Platform Attribution

Note: For the purposes of this post, the terms cross-platform and cross-channel are used interchangeably.

Welcome to the second in a series of posts based on eMarketer’s recent report, “Cross-Platform Attribution: A Status Report on Overcoming Select Attribution Challenges.” Post number 1, which you can read here, introduced eMarketer’s definition of attribution and explored its current state of adoption in the market. To sum it up, adoption isn’t good and there are a variety of reasons for the poor numbers. Chief among them, according to some industry experts, are cost and a lack of confidence in ROI—getting it and proving it. 

The cost can be substantial, pushing beyond a million dollars and requiring hundreds of hours of implementation time, but the real kicker is the ROI. For reasons we’ll go into in a future post, attribution is a flawed way to measure ad value as a means of deciding how to allocate ad spend. And those goals—measuring value and allocating spend—are what the two types of attribution studied in the report are attempting to achieve. eMarketer identifies bottom-up (path analysis) and top-down (media mix) as the two ways marketers use attribution. In this post, we’ll look at media mix and path analysis, and the role each plays in measuring value and allocating spend. 

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emarketer: roadblocks to attribution

Note: For the purposes of this post, the terms cross-platform and cross-channel are used interchangeably.

Welcome to the third installment of our series where we break down the eMarketer report “Cross-Platform Attribution: A Status Report on Overcoming Select Attribution Challenges.” If you haven’t read part I or II, or if you’d like to refresh your memory, you will find them here and here.

Last time out we focused on two types of attribution—bottom-up and top-down—and the role each one plays. In this case, value measurement and spend allocation respectively. We also inferred, unequivocally declared really, that attribution, regardless of the type, will never solve the problems it sets out to solve. There are several reasons for this and we are going to explore two in this post; viewability and third-party cookies. In part IV of our series we’ll dive deeper into the current rage of all digital advertising channels and one heck of an obstacle in its own right, mobile. 

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What increased mobile app engagement means for in-app advertising

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. 

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