IAB Education

Getting Credit for Your Impressions – Taught by Morris Martin, Microsoft

Digital media has always been defined by its measurability and accountability, but marketers are increasingly realizing the limitations of today’s narrowly defined metrics. Specifically, the last ad standard that has been in use for nearly a decade has become antiquated as ad campaigns become more complex, users spend more time online, and advertisers reach individuals across multiple channels. Analyzing campaign success within distinct silos is highly limiting and assigning all the credit to the last ad served is overly simplistic, and conflicts with marketers’ need for true accountability.

This class will highlight flaws in current attribution systems that limit the efficiency of digital media on both the buy- and sell-sides, and describe ROI metrics that credit success based on a more nuanced perspective. We will outline industry-leading techniques and cutting-edge technologies that are aimed at solving these problems and paving the way for the next generation of defining the currency of online media. Specifically, this seminar will:

• Demonstrate research around the amounts of data currently being discarded and synergies being ignored by traditional last-ad ROI systems.
• Identify publisher positions in the sales funnel and those who stand the gain the most from holistic, alternative ROI measurement techniques.
• Discuss next-generation ROI solutions in detail – including how they will affect publishers – and identify opportunities for publishers to get involved in shaping the space.

Targeted at mid- to senior-level publisher executives, the approaches presented in this class will help you more effectively present your offering to marketers and capture more of the value that your sites bring to the marketing landscape.