Evaluating the cross-channel impact of programmatic ad campaigns? — Brian Kroll // AdTaxi

Quotes

• “First off is to make sure that you are measuring all things that matter to your website and measuring them consistently across platforms.” -Brian “So step one is instrumentation. Figuring out what you are tracking at the various stages of the funnel.” -Ben “Make sure that you have some sort of the key that you can pass back if you are going to do it manually or if you have, depending on the level of sophistication, attribution models that span different platforms where you can track impressions and everything.” -Brian “The various channels take credit for everything that possibly can. If someone was served a Facebook ad, which everybody is served Facebook ad all of the time because everybody is always on the platform, Facebook is going to take credit for that conversion even if they are not necessarily the last click.” -Ben“There is a difference between what Facebook thinks as a conversion and what your in-house system should think as a conversion and you need to be able to reconcile that across multiple platforms.” -Ben“One reason why we like the Trade Deskfrom an advertising perspective is that they are very open in the sense that, you can run native campaigns, audio campaigns, display campaigns, pre-roll campaigns, and connected TV campaigns. And you can see conversions happening across all these without duplication.” -Brian “If you have a campaign that you are running and you have a baseline, and let’s say you run it for a short amount of time, so either increase your spend and look for a commensurate list or you potentially decrease spend and look for the commensurate decline.” -Brian “It’s not just measuring multi-touch attribution across platforms for one device, it’s measuring multi-touch attribution across multipledifferent devices per user which gets really tricky and complicated.” -Brian “Ultimately, the simplest way to test something, getting into the concept of data-driven attribution is not really proving that something happened but proving that something mattered.” -Brian“As humans, we don’t spend all of our time in one place. Whenwe have seen from multiple advertisers saying that ‘display ad is not working for me, let’s turn it off and move it to social because I am seeing a budget return on social spend’, that return on your social or search spend is as much about turning off thetop of the funnel awareness and you’re not having people come to your websites, that channel as re-marketing is not going to be as effective.” -Brian “Anecdotally, having done programmatic advertising for months promoting the MarTech podcast, what wehave seen the most of is that display is having a big impact on direct. Display is actually getting a lot of credit using our multi-touch attribution system through Google Analytics.” -Ben “At the end of the day, programmatic advertising is about staying top of mind and staying in front of your prospects and customers. Keeping that awareness present and that helps drive your organic, helps drive your direct conversions and when you’re top of mind, it’s going to help your conversion rates across all yourother channels.” -Ben “There are multiple layers of complexity when it comes to thinking about how to operate and evaluate your programmatic campaigns. Build awareness, reach your customer where they are no matter what stage of the buying process theyare in.” -Ben