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) – […]
Tag Archives: Digital Media
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 […]