A World Beyond Cookies

Addressable advertising, which relies on the ability to identify audiences in order to serve them the right message at the right time, is the default in the digital world. However, as the media landscape becomes increasingly privacy-focused, crowded, and complex, marketers have entered an age of uncertainty and are under more pressure to prove ROI. The industry is facing an “identity crisis”. With more roadblocks to targeting and campaign measurement, dramatic shifts are already underway. Google’s Chrome browser is phasing out third-party cookies in early 2022, and Beginning in Spring 2021 (exact date TBD), Apple will only allow access to consented users’ IDFAs (Identity for Advertisers). These shifts are forcing advertisers to rethink their media
strategy and pivot the ways they target audiences and track ad exposure, as they navigate the new opt-in, consent-driven ad landscape.

 

We’ve Come a Long Way

Models for marketing attribution have been used for many decades, but as the needs of customers have changed and companies have undergone digital transformations, marketing attribution has evolved. The roots of marketing mix models (MMMs) can be traced back to the 1950s. This approach gained popularity into the 1980s (partially due to lack of viable alternatives). Today, however, these older attribution models lag behind in a digital world. The transition to digital has provided marketers with new tools and technology to revitalize marketing attribution models, making it possible to track each step of the customer journey.

Cross-platform, cross-device measurement has long been a holy grail for advertisers, with brands increasingly focusing on return on investment (ROI)/return on ad spend (ROAS). The ability to understand how consumers are interacting within the purchase funnel is essential to prove the value of your ad spend. Return on ad spend is a key indicator for the success of a campaign because it helps determine the efficiency of every dollar spent across specific channels, or the campaign as a whole. ROAS combined with attribution and incremental lift analyses, provide marketers with the intelligence to effectively optimize their campaigns.

To accurately calculate ROAS, advertisers need to know exactly how many buyers converted or took action as a direct result of their campaign. As campaigns become more complex in today’s multichannel world, accurate campaign measurement and attribution has become a major struggle for advertisers and agencies, and, unfortunately, many lack the time and resources to do so. Not to mention, a list of long-standing measurement and attribution problems that plague marketers, including a lack of standardized metrics and definitions across traditional and digital TV and video, issues with basic data accuracy and infrastructure, a lack of organizational alignment, and the difficulty of understanding and validating attribution models.

Given the increased focus on consumer data privacy and diminishing returns from spending on performance channels like search and social, advertisers are rethinking media channels, audience targeting tactics, and campaign measurement. The ability to track a customer journey and measure ad impact is incredibly powerful, especially for today’s agile marketers that are laser-focused on managing and optimizing their spend with flexibility in a changing environment. As brands seize pandemic recovery opportunities, connecting the dots between investment and quantifiable results is essential to make informed ad spending decisions to maximize campaign outcomes. For this reason, CTV has become a top choice for performance marketing as it solves certain industry measurement challenges—providing scale, precision, recency, and relevance capabilities while driving strong returns.

 

CTV is the Place to Be

As advertisers follow their audiences, the ability to target a consumer with precision and rapidly increasing scale will see CTV capture an even bigger share of media budgets this year. While television has traditionally been used as an awareness channel due to measurement limitations, CTV’s digital capabilities allow advertisers to attribute performance metrics to their campaigns and capture buyer journeys across touchpoints to see which common paths lead to conversions. CTV drives ad performance and eliminates any guesswork—allowing for automation, in-depth targeting, and maximum efficiency. CTV is not a set-it and-forget-it platform, it allows real-time analytics which fuels campaign optimization and eliminates waste. The pandemic forced marketers to become nimble and flexible with their media plans and extra conscious regarding ad budgets. As a result, marketers are now demanding data-driven advertising and automation capabilities more than ever before. CTV allows advertisers to drive incremental lift and create a lasting impact among key audiences and get the maximum value out of their ad budget—unlocking the full potential of this targetable, measurable channel.

The ad space is experiencing a transformational period, introducing techniques and tactics that will lay the groundwork for future practices. Our VP of Business Development and Strategy, Ben Brenner, explains “There has been significant growth of streaming content during the pandemic, with an increased focus on streaming wars. Simultaneously, there’s been a behind-the-scenes battle as companies vie to become major players in the ad industry that supports these OTT streamers. The product(s) that will emerge victorious won’t have the sleekest dashboards or the biggest brand names attached. Instead, they’ll be the products that work for sophisticated advertisers—the ones who don’t just ask who their ad reached but also ask what happened after their ad reached them. Marketers are becoming smarter as they explore the space—and with that comes innovation. Long gone are the days where VCR% and a domain list were sufficient from a measurement standpoint.”

As advertiser needs have evolved, campaign metrics have too. Advertisers who focus on the wrong metrics, however, run the risk of missing out on more actionable insights and opportunities. For example, CTR has long been a popular metric but CTR isn’t the best option for measuring real, engaged audiences. Instead, advertisers should focus on viewability, which offers placement and measurement on high-quality, trustworthy publishers. This is just one example of how available campaign data has improved and evolved to better meet campaign goals.

 

The Digital Remedy Solution

It’s no secret that advertisers and agencies are strapped for time and resources. Our Flip OTT solution optimizes campaigns in real time—pinpointing exactly where conversions and revenue are coming from—to effectively connect the dots along the consumer journey, maximize ROI, and drive future marketing decisions. Flip tracks performance in real time tying CTV ad impressions to physical consumer actions, providing key campaign metrics in a holistic, easy-to-digest dashboard, which allows clients to determine what channels and variables are working and what needs to be pivoted.

 

 

How Digital Remedy is Evolving

Working in the digital ad space, we understand that change is inevitable. Our team is constantly auditing our partnerships, vetting new vendors, and monitoring industry trends. During our 20+ years in the digital space, we’ve introduced and upgraded our products to address ever-changing industry needs in order to continuously provide our clients with the competitive advantage needed to stay one step ahead of the game and uncover previously unattainable insights.

 

 

Click here to discover Flip, our OTT/CTV attribution platform, and to stay updated on the latest industry trends and insights, follow us on LinkedInTwitter, and Instagram.

 

IP Zone: Leverage the relationship between users and the location of their IP addresses in a cookie-free, safe and scalable way.

Behavioral: Combine first party with network analytics and enormous scale to define custom audience channels that are optimized to sites with high brand engagement.

Demographic: Reach the right audience based on demographic characteristics such as age, gender and income.

Mobile Device: Target users by mobile device type (Smartphone, tablet, etc.), carrier and operating system.

Geo-Location: Target your audience residential cluster, proximity to retail locations, campaign level DMAs and more.

Contextual: Place a relevant ad in front of a user who is reading content that contains specific terms.

Buying Power and Quality

Let’s be honest. Your ad ops are limited by your access to only a handful of channels and DSPs. You want more reach and better prices, but don’t want to sacrifice quality in order to achieve those goals. Digital Remedy has access to a vast multitude of channels based on relationships we’ve cultivated over nearly 20 years in business. That means we get the best prices, have personal relationships, and don’t get sent to voicemail when we call.

It also means that we can execute omni-channel ad ops for better prices than an internal team, while ensuring the quality is up to industry standards. On top of access to all sorts of specific audiences we’re able to to leverage first- and third-party data across all your campaigns and pivot across platforms based on results. Any campaign, any budget, any platform, any audience. Digital Remedy backed by AdReady is restriction free ad ops….and what could be better than that?

Resources, Time, and Overhead

When was the last time you enjoyed balancing budgets, reading resumes, dealing with aggressive sales teams, or wasting years of time for small gains in performance. By partnering with Digital Remedy you get the full support of $30m in OPEX including marketing teams, sales teams, and a dedicated 24/7 ad operations team. No hiring new employees for media optimization, business development, or account management. No months of training and on-boarding. No long meetings crafting sales materials. Just your team focused on making deals, and our teams and tech focused on supporting and executing those deals in a tech-enabled, digital ecosystem designed to get the most out of any KPI.

Reporting and Support

How nice would it be to have all of your data and insights in one location. We don’t mean an excel sheet sent out once a week with complicated charts, or an XML file with pages and pages and pages of tables (what is this, 2003?). We mean a fully customizable dashboard reporting in real time, or as real time as possible. You get to decide the how, what, and when of the reporting you’re seeing. And that’s ALL of the how, what, and when’s. If you want to see breakouts of all of the individual campaigns in your system, done. If you want broad scope comparisons of all of the campaigns in the last year, done. If you want to see CTR’s for specific audiences and compare them to CPM for your best performing advertiser but limit the scope to campaigns greater than 30k, done. All of this is at your fingertips with the AdReady Dashboard, all in one place.

Jessica Cortapasso

With more than a decade of experience in human capital management, Jessica Cortapasso serves as VP of Human Resources at Digital Remedy. After graduating from Muhlenberg College, she quickly recognized her passion for people and entered the workforce in Human Resources where she gained expertise in employee relations, designing strategic benefit plans, and the development, implementation, and curation of corporate engagement initiatives for big-name brands and small companies alike. Becoming a member of the Digital Remedy family in 2013 while simultaneously acquiring her Masters Degree in Human Resources Management and Development from New York University, Jessica has steered company culture through significant events ranging from acquisitions and a rebranding, to the development and application of our Core Values that shape our daily business practices. Cortapasso resides in Brooklyn, plays competitive volleyball, and loves spending time with her nieces.

Erez Feld

Responsible for the financial and legal practices of Digital Remedy, Erez brings 22 years of experience in precision financial analysis, growth management practices, strategic acquisition, and investment leadership. A graduate of Hofstra University, Erez began his career modeling for corporate finance, and expanded his accounting prowess in the real estate sector. Erez joined Digital Remedy in 2008 as a senior accountant, and helped to create and build an accounting department that could support the rapid growth of the company and aligned with those needs. Over the past 12 years he has evolved through various positions at the company within the finance discipline, supervising and mentoring additional finance personnel, while growing under the tutelage of Michael Fleischman, former CFO of Digital Remedy. Today, he leads the Finance Department by supporting high-level projects such as acquisitions and restructuring, and is responsible for overseeing all financial assets, establishing financial procedures, controls, and reporting systems.

Michael Fleischman

After a successful career as an accomplished Fortune 500 financial professional leading Corporate Finance and Strategic Planning at Cablevision Systems Corporation and its programming subsidiary Rainbow Media Holdings, Michael currently plays a role in the overall management of Digital Remedy including direct responsibility for all financial-related activities including accounting, financial planning, M&A, legal, insurance, real estate and banking relationships. Michael brings more than 25 years of media experience at Cablevision and Rainbow Media and during his career was instrumental in the launching and managing of a number of cable television networks including 10 Regional Sports Networks across the US, American Movie Classics, Bravo, and the Independent film channel as well as the structuring of corporate partnerships with companies including Liberty Media, NBC, Fox/NewsCorp and MGM. Additionally, he was the finance lead on a number of professional sports team acquisitions including Madison Square Garden, the successful IPO of Cablevision and a tracking stock at Rainbow Media.Michael was involved in the creation and launch of Rainbow Advertising Sales which was one of the Cable Industry’s first Local Advertising Sales Divisions.

Tony Pascal

With over two decades of experience in the design, product, and technology space, Tony joined Digital Remedy as a graphic designer in 2007. His responsibilities quickly expanded, landing him in leadership roles across multiple disciplines including creative direction, analytics, monetization optimization, and management of platform development. He continued to grow with the organization over the last fourteen years, overseeing all design, development, and execution of Digital Remedy products and platforms. In his current role as SVP, Product & Technology, Tony leads product and technology development for the company and acts as the go-to liaison across teams, ensuring alignment on all aspects of internal and client-facing technology initiatives.

Prior to Digital Remedy, Tony built and ran his own direct response company from 2002-2007 after graduating from New York Institute of Technology, where he learned the fundamentals of digital advertising and optimization strategies that still remain relevant today.

In a previous life, Tony was a ski instructor and still remains an avid skier today. When he is not leading product development, he can be found working on old cars, rock climbing and hitting the slopes.

Gayle Meyers

Gayle Meyers is an entrepreneur, venture partner, investor, and operating resource in the digital media and marketing industry, with over two decades of executive leadership experience. After launching a management consulting firm, Growthing which is focused on optimizing growth strategies for executive leaders and their organizations, Meyers has frequently been tapped for high-profile consulting and advisory positions to help marketing technology companies enhance their in-market presence.

“Gayle is widely recognized as a leading strategist with years of expertise in the ad tech space,” said Mike Seiman, Chairman and CEO of Digital Remedy. “Her career in discovering and integrating game-changing technologies in the marketing industry will serve as an invaluable resource as we continue to enhance our product suite in the months ahead.”

With expertise spanning multiple disciplines, Meyers frequently serves as a keynote speaker at industry conferences for companies such as Google, Verizon, Omnicom, LiveRamp, LinkedIn, Twitter, and Oracle. A list of her notable past clients who have benefitted from her unique insights to increase shareholder value includes Tinuiti (acquired by New Mountain Capital), Adometry (acquired by Google), MediaForge (acquired by Rakuten), Integral Ad Science (acquired by Vista Equity Partners), and Tapad (acquired by Telenor).

2021 Industry Trends Newsletter

2021 Industry Trends Newsletter

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