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 […]
Tag Archives: advertising
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. […]
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 […]