attribution

Now a Publicis company, Epsilon’s vision is to put data at the core of everything the advertising group does. Stacey Hawes, president of Epsilon’s data practice, is responsible for curating and monetizing third-party data assets at Epsilon. Her role now extends to the broader Publicis Groupe, which acquired Epsilon in July for $4.4 billion, rendering […]

FORT LAUDERDALE — Dave Morgan’s latest advertising technology venture, Simulmedia, has already been helping advertisers buy ads on linear TV using digital data. Now it is also helping them close the loop, showing how TV ads lead to confirmed purchase behavior. “We have access to set-top box data,” Simulmedia business development manager Michael Glantz tells Beet.TV […]

So far in the history of advertising, marketers have had to satisfy themselves with measuring the effectiveness of their spending against relatively soft outcome metrics, like clicks, views or consumers’ propensity to buy. But now some marketers are beginning to demand publishers and networks charge them only when ads have generated an actual sale. “The […]

Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result. AOL recently acquired two companies in the “attribution” space which will enable this development – Santa […]

As consumers interact with ads across platforms, brands increasingly need to better understand attribution across those channels, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV about multi-platform marketing strategies. Given the changes in consumption, the industry needs a streamlined analytics approach to cross-channel behaviors, he says. “If we […]

CANNES, France — The recent acquisition by AOL’s Adap.tv programming video ad sales unit of two smaller vendor companies will help close the loop between marketing spend and corresponding sales, says a company exec. AOL acquired Santa Monica-based Convertro and Seattle-based Precision Demand. “The combination really helps change the game in terms of how you […]