Back in the summer of 2021, performance marketing changed irreversibly when Apple released an update its consent mechanism for sharing device ids. A lot has been written about how the impact of ATT (App Tracking Transparency) on advertising and most recently a part of the reason Meta/Facebook’s stock tanked so much was due to a […]
Author Archives: Hanna Hourani
How to measure the success of a programmatic campaign
Programmatic display spend is on the increase, estimated to be $60 billion in 2019. With so much spend on the table, I believe it’s important to make sure the basics of campaign measurement are available to advertisers. For the purpose of this article I will focus on display (and to some extent in-stream video) – […]
Media agency remuneration models – How to pay your media agency
I’ve encountered several media agency models in the last few years, while for a media agency side to moving to the advertiser side. What I notice though is that there’s an absence of resources online on how media agencies can and should be remunerated. It’s often a mystery for clients that are hiring a media […]
In-housing vs Agencies – What’s the right programmatic approach in 2019?
I’m often asked my opinion on whether advertising should be in-housed by advertisers or if an agency should be used. This question is often asked by media or tech vendors who are interested in understanding what the future might look for them, by agency folks who are interested in understanding the POV of advertisers and […]
Why is last click still the most common attribution method in 2017?
Last click attribution means giving credit to the last click before a conversion/sales on your site. In today’s world, last click attribution is still the prevalent way to allocate credit (and therefore budgets) to different media touch points. It is the logic upon which a lot of performance marketing campaigns and media plans are built. […]
Private marketplace deals in programmatic media buying
Private marketplace deals, or PMPs for short, are inventory deals that buyers can conclude with sellers through SSPs to guarantee access for the buyers to a certain type of inventory programmatically. A few years ago, PMPs were touted as a way that could replace direct publisher sales and in many cases this has happened; for […]
Prospecting and Remarketing in programmatic: How to make use of them [Part 2]
This is the sequel to part 1. Make sure you start with part 1 if you haven’t read it. If part 1 of the series, we covered off the on the 2 basic types of targeting settings in a programmatic campaign – prospecting and remarketing. We then covered off 4 targeting settings within prospecting. In this part, […]
Prospecting and Remarketing in programmatic: How to make use of them [Part 1]
Programmatic campaigns are often divided into two main types of tactics: Prospecting: Line items that do not use 1st party data. Remarketing: Line items that use 1st party site visitor audience data Those 2 bits combined are also known as “the funnel”. Prospecting has the broader audience with tactics that vary from geo targeting to 3rd party […]
How to set up an efficient programmatic campaign
Every programmatic campaign is different. That’s because each campaign can have a different KPI and business goal. Regardless, there are some best practices that I find work for any programmatic campaign. This post aims to address the phase from planning the campaign up to going live on a DSP. Optimization and reporting will get their own posts. 1.Set a goal, represented […]
How to read custom site data from the GTM dataLayer
Google Tag Manager(GTM) has some pretty good documentation about how to implement it with Google Analytics and other Google products. However, I wanted to pass some custom site variables directly into GTM and then to feed that data into a custom HTML tag that’s sitting inside the GTM container. I figured I’d outline the solution here in simple […]