Trueffect's First-Party Advertising Technology Blog

What to Expect From Display Advertising in 2015

Posted by Tim Mayer on Mon, Jan 12, 2015 @ 11:06 AM

It's hard to believe we're almost two weeks into the new year but it just shows, time is once again moving quickly. Looking back on the past year, 2014 was definitely the year of big data, mobile and programmatic. As for 2015, we once again expect to see significant and exciting new changes. Advertisers and agencies alike will need to shift their strategies and spend in order to adapt.

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Looking ahead, we expect Identity Management, Small Data, and Expressed Data to be three broad-stroke trends that will significantly change the display advertising landscape in 2015. Here's a preview:

 

  1. Identity Management

Ad measurement became much more difficult in 2014 due to (1) the decline of third-party cookies, and (2) a large beahvioral shift in which consumers relied on multiple devices unlike ever before. This two factors led to great inaccuracies in crucial ad measurements such as reach, frequency and targeting. In order to solve this problem in 2015, we expect ad tech vendors to start providing identity management solutions that will both aggregate cookies into a single identity and in some cases, connect advertising touch points to a real-world identity.

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Think Small: Why Big Data Isn't For Everyone

Posted by Nina Piccinini on Tue, Jan 6, 2015 @ 09:45 AM

adage-logoA topic all too familiar to marketers around the globe – Big Data. In Ad Age today, our Chief Product Officer Jeff Hassemer shares why big data may not be for everyone and how marketers can use “small data” to better target customers. And while he’s at it, he’ll also provide a nice handy dandy explanation of what exactly “small data” is to get you started ASAP. Here’s a snapshot:

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Topics: Ad Tech, Data

5 New Year's Resolutions for Display Advertising in 2015

Posted by Nina Piccinini on Thu, Dec 18, 2014 @ 10:06 AM

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We’re busy closing out an exciting 2014 and our prep for getting in tip-top shape for 2015 has been in the works for months. As part of that, in our latest Marketing Land article we have tips for whipping your display efforts into shape for the new year. Not doing much currently on the display front? Well first of all, we can help. Secondly,  these “best practices” apply across the board. This includes those Marketers who have a deep investment in this channel or those who are just starting out.

Take a look:

"2015 is racing toward us all, and it’s worth taking a few minutes to think about how you’re going to improve your display efforts when the ball drops on New Year’s Eve.
 
Inspired by common personal resolutions, here are five ways to make 2015 your best year ever. 
 

1. Get In Shape

 
Is your display advertising slacking and weak? Do you want to make your campaigns lean, mean and green(back)-friendly?
 
Then it’s time to get an ad server, friends. Ad servers manage inventory, target demographics and provide reports on how well your campaigns are performing.
 
All ad servers are not created equal and finding the right one means being honest about what your display efforts require. Some people need Curves, some need Cross-fit. It’s up to you to determine which is right.
 
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Topics: Display

What a Buy-Side First-Party Ad Server Can Do That a Buy-Side Third Party Ad Server Cannot

Posted by Tim Mayer on Thu, Dec 11, 2014 @ 12:09 PM

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Many people often wonder what the difference is between a First-Party ad server, such as Trueffect, and other ad servers that are part of the third party ecosystem. The rise of the buzz word “First-Party data” compounded this confusion. A First-Party ad server is a technology that handles First-Party Data and other data types in a unique and special way, but it is not exclusive to just First-Party Data. 

In this article, O’Neill Stanleigh, Trueffect’s own Director of Solutions, explains the difference in how First-Party ad serving technology operates and what unique capabilities and benefits the technology provides. Excerpt below:

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Topics: Ad Tech

Trueffect Selected as a 2014 Red Herring Top 100 Global

Posted by Nina Piccinini on Tue, Dec 2, 2014 @ 11:17 AM

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Wow. What a year it has been for us here at Trueffect. So many new learnings, exciting new challenges, much time spent with current clients and new. It’s been awesome. I read something recently that said: “You have one month to finish the book of 2014, make the last chapter the best one.” Well we’re thrilled to be ending on this note and being named a Red Herring Top 100 Global Company for 2014. As we share below, this follows our Forbes, Inc. 500 and Red Herring North America wins earlier this year. It really is such an honor to be acknowledged for the work we love to do. And most importantly, we couldn’t have done it without the support of this great community. With that, we tip our hats and cheers to you and look forward to an amazing 2015!

 

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Programmatic Balance 103: Advanced Reporting

Posted by Charity Webb on Wed, Nov 26, 2014 @ 10:00 AM

There are several issues to stay on top of in programmatic direct response campaigns. Determining what is causing a lag in performance can be difficult if you aren’t sure where to look. The best place to start is the data.

There are a handful of advanced reports you can look into that can help:

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          Overlap Reports – if you have multiple programmatic partners on a plan, this report is important to pull to ensure you aren’t bidding against yourself. If you are, this will drive up your bottom line and could be the fix to your problems. If you see 10%-20% or greater overlap along with poor performance then you need to make some adjustments.

  2.       Time Lag to Conversion Reports – this will highlight how long it takes a customer to convert. If you have small post-click and post impression windows and it usually takes a customer longer to convert then this would be an issue to bring to the client. Make sure to come heavy with the data and a recommended new window.

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Topics: programmatic

Why Does an Advertiser Need an Ad Server?

Posted by Tim Mayer on Tue, Nov 25, 2014 @ 10:53 AM

We get this question quite often so we thought we’d take a couple of minutes to cover off on it here and of course, open it up for any questions or comments you may have in the string below based upon your own experience.

With that, let’s jump into our Q&A:

 

Publisher or Advertiser Ad Server? What’s the difference?

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Let’s first define the difference between a publisher (sell-side) ad server and an advertiser (buy side) ad server. When a user visits a web page, take espn.com for example, there is ad space available on the page for advertisers to purchase if they want to get in front of ESPN’s audience. A publisher ad server determines which advertiser will be offered which ad space on any given page. Once it is decided which advertiser is serving the impression, a call is then made to the buy-side ad server to decide which creative should be used and then serves the chosen creative to that user on the publisher site.

 

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Topics: Ad Tech

Programmatic Balance 101 - Part 2

Posted by Charity Webb on Tue, Nov 18, 2014 @ 11:44 AM

In my previous post, I discussed the ground work to understanding the success of the programmatic piece to a campaign. Now let’s dig in, and talk about the vendors/platforms (trading desks) used in your campaigns, as this is key to the success of the plan implemented for your client.

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There are so many partners out there that work within the programmatic landscape and a lot of these partners have self-served platforms. There are also self-served platforms outside of those partners. So many options! Which to choose? There are some partners that historically perform better than others; however, just like the weather changes, so do these partners’ performance. Some partners perform better in certain verticals than others so it is important to understand the strengths and weaknesses of each partner/platform. This is essential for your campaigns.

 

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Topics: programmatic

Ad Creative Desserts – As Part of the Care and Feeding of the Ad Creatives Process

Posted by Susan Esparza on Mon, Nov 17, 2014 @ 11:16 AM

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Today over at Marketingland, I’m covering the basics of care and feeding of ad creatives from the importance of a strong, relevant messaging to being ready for the inevitable burn out with a fresh new creative to keep your campaign going strong.

As with all writing, there were additional points I wanted to cover in this piece (post publication, of course!) and one of them was a way to extend the life of your current creative beyond its usual burnout point by extending the audience for the creative.

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Are You Stuck in a Last-Click Attribution Model?

Posted by Tim Mayer on Tue, Nov 11, 2014 @ 01:12 PM

Much of your success in marketing and the channels you choose to use or not use are driven by marketing measurement and attribution methods. Attribution is a method of wholly or partially giving credit to a marketing channel for a conversion. Many of our clients and prospects have been using last-click attribution which means giving credit to the click that sent the user to the landing page, phone call or store location page where the conversion or desired action took place. Whilst this is a very rigorous model in which one knows for certain who should get ultimate credit for the conversion, action, or revenue, there are often a lot of auxiliary advertising channels that assisted in this conversion.

Last-click attribution leaves a lot of opportunity to grow your return on ad spend (ROAS) on the table with respect to investing in top of the funnel awareness which can drive productivity in the bottom of the funnel in terms of both volume and activity. Growing top of the funnel means more people in the purchase funnel from more branded (38% lift over 4 week period according to comScore) and unbranded searches (47% lift over 4 week period according to comScore), as well as higher quality activity in the form of higher click through rate (CTR) on search results and higher open rates on emails.

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Image courtesy of SeanOakley.com

 

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