Cookie Life - Part 2: targeting without third-party cookie

Cookie Life - Part 2: targeting without third-party cookie

To follow up on the status quo on cookieless future , we would do our first dive on cookieless targeting as it offers an opportunity to launch very quickly. We will give here a quick look into what are these targeting options. How to leverage it properly and why contextual is the trendy solution that all media agencies are talking about. Which targeting relies on what? What is targeting? Which targeting is affected by third-party cookies? Definition Targeting Targeting means the precise addressing of target groups in online marketing. The most important prerequisite for this is determining the target group [...]

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Time Series Uplift Modeling - how to use regional test scenarios to forecast the success of new media channels

Time Series Uplift Modeling - how to use regional test scenarios to forecast the success of new media channels

When planning on innovating in media, many marketers are stopped in their path by a simple question “Will it works? and “How high will the ROI be?”. Investing massive amounts of money in unknown territories may sound thrilling but risk-averse marketing board members and fragile business conditions have led many companies to refrain from innovating drastically. How to test innovation securely, to envision results when scaled? Here is an extremely useful approach that data-driven marketing can bring to innovative marketers. A time series uplift modeling - using regional test scenarios to forecast the success of new media channels - can [...]

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Cookie Life - Part 2: targeting without third-party cookie

Cookie Life - Part 2: targeting without third-party cookie

To follow up on the status quo on cookieless future , we would do our first dive on cookieless targeting as it offers an opportunity to launch very quickly. We will give here a quick look into what are these targeting options. How to leverage it properly and why contextual is the trendy solution that all media agencies are talking about. Which targeting relies on what? What is targeting? Which targeting is affected by third-party cookies? Definition Targeting Targeting means the precise addressing of target groups in online marketing. The most important prerequisite for this is determining the target group [...]

Time Series Uplift Modeling - how to use regional test scenarios to forecast the success of new media channels

Time Series Uplift Modeling - how to use regional test scenarios to forecast the success of new media channels

When planning on innovating in media, many marketers are stopped in their path by a simple question “Will it works? and “How high will the ROI be?”. Investing massive amounts of money in unknown territories may sound thrilling but risk-averse marketing board members and fragile business conditions have led many companies to refrain from innovating drastically. How to test innovation securely, to envision results when scaled? Here is an extremely useful approach that data-driven marketing can bring to innovative marketers. A time series uplift modeling - using regional test scenarios to forecast the success of new media channels - can [...]

The ABC of Campaign Metrics - Part 2: Brand Safety

The ABC of Campaign Metrics - Part 2: Brand Safety

The breakthrough of programmatic advertising has brought along new challenges. Automated buying and selling of media inventory provides better opportunities for real-time monitoring, enhanced control over budgets and targeting, and higher efficiency. But is there really 100% transparency in the context in which the ads are displayed? Do you know exactly what other information appears on the page together with your ads? Are you confident that your advertising efforts are helping enhance your reputation and not ruining it? This is what the concept of Brand Safety is about. Table of content: What exactly is brand safety? Why is brand [...]

The ABC of Campaign Metrics - Part 1: Viewability

The ABC of Campaign Metrics - Part 1: Viewability

It’s a well-known fact that Digital Advertising offers far better targeting and performance tracking opportunities than traditional channels like TV or published media. However, it has its own challenges and deficiencies. Imagine you have a campaign running online and you see that impressions are hitting the targets but somehow the click-through rate is below your expectations – and so are your conversions. What could the problem be? One of the possible answers is viewability – displaying an ad does not always mean the user gets to see it or looks at it long enough to get the message. Measuring viewability [...]

Cookie Life - Part 1: Status Quo

Cookie Life - Part 1: Status Quo

Google announced at the beginning of July that it will postpone the launch of the Privacy Sandbox solution in Chrome to the “end of 2023” hence maintaining the support to third-party cookies. It gives the industry some air to implement their new strategies and arbitrage for future open-web campaigns. Let’s use this time to understand what is at stake. Why is scraping third-party cookies from Chrome bringing so much trouble to the advertising industry? Because Chrome represents 65% of all web navigation (cf. Gartner) and 75% of mobile ones (cf Visual capitalist). Google alone attracted almost 31% of the [...]

Data quality: Why "dirty data" can foul your marketing efforts

Data quality: Why

What is Data Quality? The importance of data for the success of an organization's advertising and marketing efforts is widely accepted. It is seen as a valuable resource and can become an advantage in a highly competitive market. Dirty data on the other hand may hinder the success of data-driven marketing initiatives. In a study by the Experian from 2019 the authors found that 95% of respondents see impacts in their organization from low data quality. But what exactly determines Data Quality (DQ)? Lee et al (2006) define data quality as a measure of the condition of data based on [...]

Part 5: Advertising beyond walled gardens - Print with Adwanted

Part 5: Advertising beyond walled gardens - Print with Adwanted

As our series continues to promote media diversification beyond Walled Gardens, Adwanted has accepted the challenge to talk about print today. Every cycle announces the great death of traditional media, as we saw for TV in part 3 of our series , yet there is still a great trust and engagement coming with the Print as a channel. It brings the opportunity to a longer and more content-rich approach to media, which can lead to more consideration and loyalty. Gabrielle Oddone , Marketing Executive at Adwanted to help us understand why Print is a chooser. Lauriane Tiard-Caillaud from MMT [...]

Part 4: Advertising beyond walled gardens - Audio with RMS

Part 4: Advertising beyond walled gardens - Audio with RMS

In our MMT guest interview with Elmar Stein we take a look at audio and especially at the exciting developments in digital audio. For the third post in our series, we are exploring how advertisers can diversify their media buying outside of walled gardens. Today, we will look at audio solutions in partnership with RMS. Elmar Stein , Head of Digital Sales at RMS , talks today about their audio solutions and the exciting new possibilities that digital audio offers. Lauriane Tiard-Caillaud von MMT in interview with Elmar Stein from RMS: Elmar, thanks, for taking the time, to [...]

What does a data scientist do?

What does a data scientist do?

Data science remains one of the most promising and in-demand career pathways for qualified people. Today's effective data professionals recognize that they must go beyond the traditional capabilities of large-scale data analysis, data mining, and programming. Companies recognized the need for data experts competent in organizing and analyzing enormous amounts of data in 2008, and the term "data scientist" was established. Effective data scientists are able to identify relevant questions, collect data from a multitude of different data sources, organize the information, translate results into solutions, and communicate their findings in a way that positively affects business decisions. These skills [...]



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