Curt Viebranz was the president of Platform-A, the ad network division of AOL, where cost-per-click campaigns often ruled.
But now, Viebranz believes that as last-click analysis falls out of favor, ad tech startups are looking for ways to appeal to the perennial need of brands to maximize ROI, regardless of their specific marketing objectives.
According to Viebranz, who spent 17 years at Time Warner and its predecessor company, Time Inc, this trend is reflected by a slew of rebranding efforts and consolidations in the industry, as many startups are shifting their focus towards attribution services and away from behavioral targeting. This shift, Viebranz, believes, is being driven by some of the newer companies in the space looking to get brands to “kick the click-through habit” by creating better attribution models and better methods of evaluating consumer data.
With Roku leading the pack, study says 94% of households are reachable through CTV
Connected TV remains on the rise in programmatic advertising, fueled by the popularity of Roku, Samsung and Amazon devices.
Digital investors take time out as British Pound plummets
Don’t expect an M&A frenzy, despite Sterling’s historic low, as volatility cools investors’ appetites.
Member ExclusiveMedia Briefing: The pros, cons of three pricing models for publisher, sportbook content deals
Publishers and sportsbooks are looking for new payout models beyond the standard cost-per-acquisition structure, which is priced on average between $200-500 per new customer.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
The New York Times looks to gaming product to grow subscriptions
The Times' use of games as a subscriber funnel is part of a renewed focus on gaming sparked by the company's acquisition of Wordle in January.
Inside the NFL’s youth-focused social strategy
As part of the NFL Content Creator Network, the league is engaging with fans in new, innovative ways via gaming or just through creative social media activations.