Leading Operations Online

 

With an increasingly fragmented media landscape (both digital and non-), partnering media-mix modeling and attribution would seem quite advantageous for marketers – hence why it's at the center of version 2.0 of Visual IQ's TrueAttribution technology, which powers the IQ Envoy product suite. Visual IQ Cofounder and CEO Manu Mathew took some time to explain how media-mix modeling and attribution work together, and why publishers should be interested in advances in attribution.


Why should publishers care about attribution issues? How do better multi-touch attribution systems help publisher revenue efforts?


Every time a client of ours has used our attribution products, they have learned of publishers whose contribution to their overall marketing success has been undervalued by their...


 

Device identification. You’ve read about it, heard about it or thought about trying it, but maybe you’re still not quite sure of what the benefits are or why you’d consider an alternative to cookies in your online advertising strategy.


Cookies, of course, have been the cornerstone of online measurement and data collection since the dawn of online advertising. But, with speculation swirling about the implications of the new EU cookie law – the ePrivacy Directive, which will begin being enforced in the UK in May 2012 – many marketers in the EU and around the world are scrambling to find a reliable alternative to keep their targeting strategy afloat.


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Digital advertising pros who are also Spaghetti Western fans thoroughly enjoyed Grapeshot Chief Executive John Snyder's wonderfully titled OPS Markets session on Thursday, Feb. 9: "The Good, the Bad and the Ugly of Digital Advertising."

While we're still trying to talk Snyder into wearing a poncho and chewing a cigarillo during his presentation, he did kindly agree to have his Technical Account Director Chris Hogg mosey on down and answer a couple of questions about Grapeshot's offerings, real-time categorization and how behavioural and contextual targeting can operate in harmony.

 

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Tag management provider TagMan has found an ally in Digital Fulcrum, the company that provides the consulting muscle for AdMonsters Professional Services. Through an exclusive strategic partnership, TagMan has integrated Digital Fulcrum's Ghostwriter technology, a web performance optimization tool aimed at publishers as well as marketers.


With Ghostwriter, TagMan's tag management system can execute synchronous tags asynchronously without modifying code, allowing TagMan to be used asynchronously with any third party tag. In effect, publishers can de-couple their tags and prevent loading from hobbling website performance


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It's the first AdMonsters event of the year at the Grange Tower Hotel in blustery London. OPS Markets features a wide variety of speakers analyzing the rapid development of data-driven advertising and pondering what's next. The two Gs of AdMonsters' ever-diligent content team – that would be EU Editor Gautam Srivastava and US Editor Gavin Dunaway (only slightly jetlagged) – are on the scene, covering the action. Stay tuned to this live blog for updates throughout the day.

 

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8:35 – The crowd is filling in, munching on miniature croissants and draining cups of coffee – I hope they're not too jittery for the morning keynote: Infectious Media Cofounder and Managing Partner Martin Kelly's insight into the future of real-time bidding. Actually, I could use a cup 'o joe before this madness starts... 

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