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What Is Attribution in Digital Advertising?
Attribution, in the context of digital advertising, is a measurement by which advertisers assess their...
Six Programmatic Lessons from #BOSnow
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Back to Basics: The Essentials To Getting Started With Programmatic
In 2015, the necessity of online advertising is indisputable among even the most adamant of...

[INFOGRAPHIC] A Year In Review of Our Monthly Audience Cost Calendar

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Consumer Cost Insights From 2014 Guide Digital Advertisers in 2015 Today, we released a recap of consumer cost trends throughout 2014. Findings cover industry including Sports, Pets, Arts & Entertainment, Travel, Shopping, and Auto. Here are some highlights: In general, prices trended up throughout all of 2014. Changes in segment costs tended to align with digital advertising for associated brands and products (i.e. the Caribbean Travel segment rising in cost during months when cruise brands run national campaigns). From this, it can be drawn that brands today have a tendency to buy obvious third party segments to target audiences with their campaigns. While “programmatic” is a buzzword and the benefits of optimization are touted in industry talk, manual targeting still holds prevalence over advanced machine-learning practices. As advertisers move over to automated optimization systems, they will discover non-obvious correlations between segments and offers (i.e. Caribbean vacationers might skew toward shoe shoppers and wine

How Marketers Find and Target Elusive Consumer Audiences

[INFOGRAPHIC]

A Pollshare Case Study In the world of digital advertising, brands harness consumer data to display their offers to the right people. Companies incorporate their own first party data into the campaigns that they run online, as well as purchasing third party data and feeding that, too, into targeting criteria. While this is useful and helps to guide initial audience reach for programmatic campaigns, it can also be limiting. If a brand is launching a product to a new audience that it does not already have information on and that third party categories do not address, then that brand must turn to a research team or just launch and learn. This does not have to be the case. Brands have the ability to engage with consumers prior to the start of a campaign, to ask them what their preferences, behaviors, values, and/or opinions are. That’s right – directly ask consumers

Programmatic Optimization: How It Really Works

Retargeting (1)

Programmatic media-buying is well-known for its one-to-one nature, causing a common misconception that all types of programmatic campaigns target one consumer at a time. This is not the case; some do, others needn’t. When a brand clearly understands and can identify its audience, it may opt to pre-configure a campaign with targeting instructions. Marketers in this situation select a target audience, list of media to buy, and pacing instructions at the outset of the campaign. The one-to-one capabilities of real-time programmatic are used only to filter out the impressions that don’t match the predetermined buy. This practice of targeting a well-known and well-understood audience exists in two forms – retargeting and look-alike modeling – that are supplemented by true real-time optimization. Retargeting If a consumer has been on a brand’s website, then algorithms target the consumer with the same product or offer that he or she previously viewed online. Timing

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