Maybe banner ads aren’t so bad after all.
There’s a growing realization in the digital media industry that it has an attribution problem. The problem is basically that the credit for a sale or conversion event tends, in most models, to go to the last ads seen, never mind all the other ads that a consumer has seen before getting to that end point.
Studies are bearing this out. Last-click models tend to give more weight to paid search, according to a recent study of campaigns across 1,000 websites by 500 advertisers conducted by Microsoft’s Atlas Institute. Display is highly undervalued, states the report, helping to creating strategies that allocate ad spend to channels that might not optimize yield to its full potential. According to a retail case study by Tagman, a multi-channel attribution technology company, paid search is overvalued by 2.5 times the conversions that it generates, with social media receiving eight times less credit than it should when credited as assisting in a conversion.
Magna 2023 forecast paints a resilient U.S. market, thanks to retail media and streaming
In its latest ad forecast, Magna is expecting a resilient U.S. market this year – boosted by retail, streaming and the auto industry’s bounceback.
How agencies are shaping the future of DEI beyond their own walls
Agencies are acknowledging that diversity efforts don’t stop with their companies. In addition to improving employee representation, now agency efforts in diversity, equity and inclusion are aimed at supporting clients and external partners.
Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown
At a time when larger media companies are feeling the pressure of the economic downturn and advertising slowdown, newsletter businesses continue to be in a period of revenue growth.
SponsoredHow advertisers are fostering more effective publisher partnerships
Michael Weaver, senior vice president, business development and growth, Al Jazeera Media Network An everyday conversation between publishers and advertisers goes like this: The publisher invites the advertiser to a meal to talk about their business, attempts to delve into specifics on what the media buyer is looking to achieve, their audience breakdown and how […]
TikTok’s CEO faces bipartisan skepticism in first Congressional hearing on security concerns
The hearing comes amid calls to remove TikTok from government devices and in some cases even ban it entirely.
Media Briefing: What to expect at the Digiday Publishing Summit
As DPS draws nearer, top pain points for publishers are coming to light.