Mercury Media Technology GmbH
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20354 Hamburg / Germany
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 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 [...]
Part 3: Advertising beyond walled gardens - Connected TV with FreeWheel
As we continue our series to discuss media diversification beyond walled gardens (WG), FreeWheel has accepted the challenge to talk about their connected TV (CTV) solutions. We would like to thank Stefan Beckmann , Commercial Lead Northern Europe, for helping us understand the benefits of CTV as the media to choose outside of WG. It is a trendy topic for many marketing teams with changes of behaviors that have impacted our society since January 2020. More homestay and fewer possible distractions have concentrated a lot of attention on new ways to interact with the audience through digital channels. 95% of [...]
What does a data integration manager do?
Imon Bashir has been part of the MMT data engineering team as a data integration manager since 2018. In our interview, he gives us some insight into his daily work. Profile Name: Imon Bashir Job Title: Data Integration Engineer Education: B. A. in Business Informatics Hometown: Hamburg Years of Experience: 3 Part of the MMT team since: September 2018 How did you come to Mercury Media Technology? When I was a student, my studies comprised four areas: Mathematics, Software Development, Business Administration, and Information Systems. While it is hard to find a job that is solely built upon Mathematics, all [...]
TV attribution based on online activity data
Attribution modeling is used by advertisers to determine the value of different channels on their marketing, which helps them understand which channels provide the most benefit to their marketing campaign, and thus make better decisions about using them in the future. In the case of online advertising, the task is fairly simple. When it comes to offline advertising, such as TV, the task is much more complicated. Getting actionable metrics and insights is a challenge, due to the media break between TV and the web. In this article, an approach is presented that enables TV modeling to effectively allocate investments [...]
Women in Tech at MMT
Despite decades of progress towards workplace equality, just 17% of the people working as ICT (Information and Communications Technologies) specialists across Europe in 2018 are female and only 5% of leadership positions in the technology industry are held by women . Why do women remain underrepresented in the technology workforce although the need for skilled employees is more obvious than ever? About that question, our Head of Marketing Vivian Reifschneider will talk about it with our employees Kavya Bharathappa , Nadinda Rachmat , and Daphne Clyne , all part of the software engineering team of MMT. We would like to [...]
How to manage your data for advertising?
Data is often compared to gold or oil but is arguably way similar to water on our planet. In that, it's abundant but almost never the way you would want it to be. It's usually very salty or murky, oftentimes highly polluted, and all in all not ready for consumption. In that sense, the ownership of data in itself doesn't necessarily hold any value. To extract true value from data a whole lot of processing is required. This is especially true for marketing where data sources are plentiful and atomistic. "To enable data-driven decision-making, i.e. to extract actionable insights from [...]
Part 2: Advertising beyond walled gardens - OOH with Adsquare
For the second post in our series we are exploring how advertisers can diversify their media buying outside of walled gardens. Today, we will look at Out of Home solutions in partnership with Adsquare. Thanks, Christoph Herwig , VP Global Marketing at Adsquare, for helping us understand what’s behind the data-driven Out of Home (OOH) transformation. Lauriane Tiard-Caillaud from MMT in interview with Christoph Herwig from Adsquare: Thank you Christoph for sharing your insights on OOH with us and our readers, and for talking to me today about how brands can be present in a variety of other media [...]
How to really transition to data-driven decision-making?
We have developed a guide for you to facilitate the planning of this high-potential transformation for your business. It addresses the most pressing questions that managers will have to cover to set out on this exciting journey: What are data-driven solutions? Why invest in data-driven solutions? When to invest in data-driven solutions? How to invest in data-driven solutions? Which steps are needed to get started with the transition? How to estimate the costs? What are data-driven solutions? Technical solutions which enable the handling and leveraging of data, aiming to improve business outcomes through transparency, cost-saving, and internal efficiency. Datasets could [...]
Part 1: Advertising beyond walled gardens - programmatic advertising with The Trade Desk
In our guest interview with Monika Kusch, we talk about how programmatic advertising can lead to more flexibility, transparency and objectivity in media buying. This interview was translated from German. You can find the interview in the original language here . In our new blog series, "Guide to advertising beyond walled gardens," we explore how advertisers who wish to scale their business can diversify their media buying outside of walled gardens. Through regular interviews with our partners, we'd like to introduce you to advertising opportunities outside of GAFAs. In our kick-off article , you'll learn what walled gardens are, what [...]
Women in Data Science at MMT
At MMT we choose to challenge the number of women in data science who make only 22% according to BCG . We have a great diverse team with highly talented people and inspiring women who want to share their stories to encourage more female students to work in the field of data science. Profiles Name: Olga Nalivaiko Job Title: Project Manager BI Education: Master´s degree in Management Age: 40 Family: 2 Kids Years of Experience: 10 Name: Dr. Sarah-Magdalena Leschke Job Title: Data Analyst Education: Doctor of Economic and Social Sciences (Dr. rer. pol.) Age: 36 Years [...]