ACOS Archives - How To Advertise

Why Advertisers Should Use A 30-Day Or Longer Attribution Window For On-Device Campaigns

August 10, 2021August 16, 2021 T. B. SmithACOS, Advertising & Marketing

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dor Birnboim, US VP, Strategic Partnerships, ironSource Attribution is a key part of successfully scaling and optimizing user acquisition campaigns for the highest quality users. But there is no one-size-fits-all approach to attribution. Many apps set seven-day attribution windows, or the period of time in which a media partner can claim that a click or impression led to an install. For marketing channels focused on…

Hiring Amid Change: Retaining and Attracting Talent In The Wake Of The Pandemic

August 9, 2021 T. B. SmithACOS, ad server, Advertising & Marketing, Brand Safety Institute

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kelly Herrick, Global Recruiting Lead, Prohaska Consulting, and Founder of Searchlight 2021 is turning out to be a great reset for many companies. The industry is coming back in full force, and suddenly we’re in a candidate’s market. This unique set of circumstances is making it a tricky time, but also a chance to recruit great talent. Summer often moves at a slower pace. Many…

The Simple Way To Avoid Conflating Good And Bad Data Use

August 2, 2021August 6, 2021 T. B. SmithACOS, Advertising & Marketing, Captify, ftc, Outstream

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jed Mole, CMO of Acxiom, Kinesso and Matterkind. Data is turning into a four-letter word. And if we don’t get beyond the hype to understand it a little better, we’re going to be four-letter worded (you know the one). Data is the language of technology we use every day. The connection with a long-lost pal over social media. The convenience of ordering a meal and…

We Have To Completely Relearn Marketing Measurement — And That’s A Good Thing

July 27, 2021August 16, 2021 T. B. SmithACOS, Advertising & Marketing

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ionut Ciobotaru, Chief Product Officer at Verve Group. The past has finally caught up to the marketing industry. We can’t pretend we didn’t know it would. As an industry, we perverted identifiers and cookies, we failed to proactively address concerns raised by regulators and platforms, and now – like children who failed to heed the first dozen warnings from their parents – our much-abused toys…

3 Ways Marketers Can Future-Proof Their Media Strategies In The Cookieless Landscape

July 26, 2021August 6, 2021 T. B. SmithACOS, Advertising & Marketing, Jellyfish

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Nancy Smith, President and CEO of Analytic Partners. While Google’s delayed plan to end the third-party cookie gives advertisers a sense of relief, data deprecation will still continue. The Google delay shouldn’t be considered a time to breathe a sigh of relief, but rather an opportunity to take advantage of the most valuable resource: time. Marketers are still wrapping their heads around alternatives for tracking,…

What’s Old Is New Again: Eliminating Marketing On Autopilot And Going Back To Basics

July 20, 2021July 24, 2021 T. B. SmithACOS, Advertising & Marketing, bias mitigation

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Matt Zeiger, VP of Technology, Adlucent. Last year, while I was working at a different marketing agency, I was sitting across from a team of paid social media buyers, talking about the strategies they are using to grow their accounts. I asked, “So how are you finding and connecting with your target customers?” And I expected a variety of different responses based on the particular…

Key Considerations For Marketers Investing In A Customer Data Platform

June 20, 2021June 22, 2021 T. B. SmithACOS, Advertising & Marketing, Customer acquisition strategy, Rich Calkins, ROI

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by David Kaganovsky, Global Chief Technology Officer, Wavemaker GlobalAs the third-party cookie approaches its sunset, marketers are scrambling for alternatives. Could the customer data platform (CDP) be that solution, helping brands to thrive in a cookieless world? Let’s explore the question. Learning from the DMP experience There’s a precedent for the CDP: the data management platform (DMP). DMPs have been useful in media activation, aggregating first-party cookie data to perform complex…

Four Steps for Embracing, Rather than Combatting, the Walled Gardens

May 31, 2021 T. B. SmithACOS, AdsWizz, Advertising & Marketing, mediaocean, On TV & Video

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Andrew Bloom, Chief Commercial Officer of Data Axle. Our industry spends a lot of time talking about “walled gardens” and the hazards that their policies pose to the broader digital ecosystem. But the protections these walls afford to consumers shouldn’t be ignored. If you’ve ever watched the TV show “Vikings,” you’ve seen a historical (albeit fictional) portrayal of the many border walls that protected the…

How To Find And Attract In-House Talent

May 17, 2021May 20, 2021 T. B. SmithACOS, Advertising & Marketing

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Brian Chap, founder of Tech Recipes. “Today’s innovation is tomorrow’s tradition.” ~Lidia Bastianich By now, you should understand how to handle the complexity of in-housing, and how to use the six pillars of transformation for a successful transition. In this article you’ll learn how to develop structures around accountability and governance to reduce human error and maximize productivity. If done correctly, advertisers can realize a significant…

Google’s Violating Its Own Invalid Traffic Policy At The Cost Of Advertisers

April 6, 2021 T. B. SmithACOS, Advertising & Marketing, location marketing

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Luke Taylor, COO at TrafficGuard. The purpose of advertising is to influence behavior. But in Google’s search environment, it’s worth considering: Are your ads influencing behavior, or mainly serving as the default front door to your business? The debate of paid search cannibalizing organic is not a new one, but taking steps to address this in your own search advertising presents an opportunity to make…