Trueffect Blog

Tim Mayer

Chief Marketing Officer
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Building Accurate Measurement in the Age of Fraud, Non-Viewable Ads and Cookie Proliferation

Posted by Tim Mayer on Fri, Jan 30, 2015 @ 09:58 AM

As Display has moved from a contextual set-it-and-forget-it advertising vehicle to an audience based, optimized machine, precise and accurate measurement has become the priority. This is not an attempt to bring yawns to the faces of many a marketer (often typical on this very subject) but rather, an opportunity to emphasize the importance of measurement to inform improved targeting which results in superior campaign performance.

  

Accurate Measurement - Key To The Purchase Cycle

As with most initiatives, we expect things to improve over time. But macro trends in our industry’s technologies and in consumer behaviors have made the road to accurate measurement complex. Measurement enables marketers to tell stories across the entire purchase cycle, serve the best performing personalized ads to consumers across devices as well as determine which new audiences to target based on return on ad spend (ROAS). Some of the barriers to accurate measurement reside on the publisher side and some on the advertiser side. This raises the complexity in getting to a solution and most likely necessitates a brick by brick approach to building one.

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Filtering out the Non-Human/Bot Traffic

The first step to accurate measurement is for advertisers to implement a fraud solution to fully understand whether real users are viewing the ads. Fraud has the ability to muddy metrics significantly, making it difficult to determine the best performing ads, and wasting ad spend on media buys that should not have been purchased in the first place. In a recent ANA & White Ops study, 11% of display ads, 17% of programmatic ads and 19% of retargeted ads were served to bots in September of 2014. This major prevalence in bot traffic creates significant, painful inefficiencies before media can even be successfully optimized.

  

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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

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

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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Pubcon 2014 Keynote from Jay Baer

Posted by Tim Mayer on Thu, Oct 9, 2014 @ 12:56 PM

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Today I'm live blogging the sessions from Day 3 of Pubcon Las Vegas 2014. This morning's keynote was from Jay Baer, President of Convince and Convert and author of "Youtility: Why Smart Marketing is About Help, not Hype". 

Smart marketing is about help, not hype. If you’re wondering how to make your company seem more exciting, you’re asking the wrong question. You’re not competing for attention only against other similar products. You’re competing against your customers’ friends and family and viral videos and cute puppies.

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Content Creation Strategy - Live from Pubcon

Posted by Tim Mayer on Wed, Oct 8, 2014 @ 12:57 PM

This session was about how inbound marketing has changed in recent years to include content as a foundation for driving inbound traffic, conversions, and sales. The panel included Arnie Kuenn, Phillip Thune, and Sean Jackson, with Scott Hendison moderating. 

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Sean Jackson of Copyblogger

What is a Content Strategy:

Effective use of content that enhances the buying process

8 Phases of the Buying Process:

  1. Category awareness: I need a mobile phone
  2. Brand Awareness: Apple has a mobile phone
  3. Brand Consideration: Google Samsung has a competing product
  4. Brand Preference: I am an apple fanboy
  5. Purchase Intent: Look at cost
  6. Purchase
  7. Customer retention
  8. Brand Advocates: I love this phone
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Topics: Pubcon

Pubcon 2014 Keynote from Chris Brogan

Posted by Tim Mayer on Wed, Oct 8, 2014 @ 11:08 AM

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Brand versus Mission

Brand is the outward expression of the mission.

Mission is what drives your deepest purposed is the outward expression of the mission.

Match these well for excellence.

Mission is the mast and service fills those sails.

Content is the drum that puts that all together- tells the story before you show up.

 

Content that Drives Mission

No longer should you compete on cost – compete on mission.

Chris uses the example of a regular gym at $10 per month, and a CrossFit gym where people pay $150-200 per month.

CrossFit has crazy workouts - run a mile, do 100 pull ups, 200 push ups, then run another mile. People that want to be attached to a bigger mission will pay for that.

 

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Topics: Pubcon

Buyer Legends: The Executive Storyteller's Guide - Live from Pubcon Las Vegas

Posted by Tim Mayer on Tue, Oct 7, 2014 @ 11:29 AM

Today, I'm live blogging from Pubcon Las Vegas, one of biggest digital marketing and online advertising conferences of the year. In between speaking and moderating, I will be trying to catch as many sessions as possible and will be recapping them all right here - stay tuned!

The first session I sat in on was Buyer Legends: The Executive Storyteller's Guide by Jeffrey Eisenberg.  

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Everyone wants just one thing. Just one thing? The one thing that if you do everything will fall into place with your business. 

Everyone wants to accomplish something and there is pressure to do things on deadlines and not a lot of time to think and get things right. Processes are important if you want to do things over and over again and scale it.

The one thing that is needed is a business process and it is dead simple:

Buyer Legends is a business process that combines the emotional power of storytelling with hard data to open new opportunities, spot gaps and optimize sales and marketing. 

Buyer legends communicate a brand story intent and critical touch point responsibilities within every level of the organization - from the boardroom to the stockroom.

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Topics: Pubcon

"The Programmatic Publisher" Recap from AdExchanger Programmatic IO

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 07:22 PM

One of the last sessions I sat in on today at AdExchanger Programmatic IO 2014 was "Fireside Chat: The Programmatic Publisher". 

With moderator Zach Rodgers, Managing Editor at AdExchanger, leading the discussion, it was an interesting and informative session to end the day with. 

Panel members included: 

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Some of the highlights from each speaker below: 

Chip on Selling to CPG via Programmatic:

  • P&G announced they don’t commit to a number in programmatic
  • We have seen a lot of programmatic activity recently
  • It's OK to think about programmatic on a brand basis - it is not only for DR
  • Changed from click-focused to intent driven
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Topics: adexchanger, programmatic

State of Cross Channel Measurement - Live at Programmatic IO 2014

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 10:14 AM

Afer a much-needed coffee break, I'm back live blogging directly from AdExchanger Programmatic IO in New York. This panel is on the State of Cross-Channel Measurement, and includes:

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Anne Hunter of ComScore starts the discussion:

  1. Delivering measurement across digital platforms - audience in an app versus visiting site via tablet or PC.
  2. Understanding measurement across digital and non-digital (e.g. TV)

Blueprint is the foundation for cross media measurement - TV and digital

 e.g. ESPN has mobile, TV and Web site they want to understand audience across all of these

Linkage to revenue is the ultimate goal. More demand for this from the buy side to link online with offline sales.

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Topics: adexchanger, programmatic

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