ADVERTISER PLATFORMS

Measured Facebook Solution Reveals Media Incrementality While Platform Attribution Is Hindered by Apple

MEASURED | October 13, 2021

As advertising platforms grapple with the measurement fallout of increasing restrictions on data and tracking, Measured has launched the industry’s first end-to-end incrementality measurement and reporting solution for Facebook in a post-iOS 14.5 world.

Facebook recently indicated that the platform’s measurement and reporting systems are suffering accuracy issues related to updates in recent versions of Apple’s iOS. Facebook believes that “real world conversions, like sales and app installs, are higher than what is being reported for many advertisers.”

Experiments from Measured provide DTC brands like Birdies, Fabletics, Lulus, and Stance with reliable ongoing insights into Facebook incrementality at channel, campaign and ad set levels. By measuring the true incremental contribution of Facebook media, anchored on source-of-truth transaction data provided by the brand, marketers can make informed decisions about budget allocation - even amid rising concerns about the reliability of platform self-reporting.

“Privacy-driven changes across the industry are causing widespread reporting headaches for platforms and forcing brands to adapt how they track and measure, We built Measured in anticipation of this moment. We continuously refine our experiment designs and adapt to inevitable changes by platforms to ensure brands can always trust insights they get from us.”

said Madan Bharadwaj, CTO and cofounder of Measured.

Apple’s tracking policies pressured Facebook to make multi-faceted changes to attribution capabilities it offers advertisers, including a significant scale-back in conversion lift-testing and the elimination of 28-day click-through and view-through attribution windows. The decrease in trackable data has caused a notable drop in attribution reporting from the platform and the shorter look-back periods make it exponentially more difficult to run statistically significant split-audience test and control experiments.

In the wake of these iOS-related implications, Measured developed a new suite of experiment designs and actionable reporting tools that identify the causality between Facebook investments and actual business transactions reported by the brand, empowering marketers to make confident decisions about advertising on the platform.

Audience split experiments – Measured’s proprietary methodology utilizes the Facebook audience split API to divide target audiences into test and control cohorts and apply systematic lift studies to get program-level and granular ad set-level incrementality measurements.

Geo-matched market experiments – Using advanced matched-market data science, Measured identifies statistically significant sibling markets (geos), at the state, DMA or zip code level, that are similar but cheaper to test in than larger markets. Because geo experiments are based on source-of-truth transaction data from the business (e.g. ecommerce platform) and run completely independent of platform reporting, geo-testing is the only system of measurement that isn’t affected by platform and policy changes.

Scale testing experiments – To test for scale, Measured splits target audiences into three cohorts – test, control, and scale. The ad sets used for the test group are cloned and served to the scale group, but at 2x-3x-4x the spend, to measure the point of audience saturation.

“Although Hammitt only started with Measured less than a year ago, their scientific method is just what is needed to scale profitably - in spite of privacy changes, which I support,” said Tony Drockton, Founder of Hammitt, an emerging leader in the luxury handbag market. “Great brands will prosper in these times with a clear vision, great partners like Measured, and by approaching digital media as a permission-based win-win between their customers and the brands they love.”

About Measured
Measured helps DTC brands grow by revealing media’s incremental contribution to business outcomes and providing source-of-truth reporting for media investment decisions. The Measured Intelligence Suite is intuitive, enterprise-grade software that delivers automated incrementality experiments for every marketing channel. Measured experiments are powered by a marketing data warehouse that was built for analytics, providing a secure place to ingest, harmonize, and utilize marketing data from across the business.

Spotlight

The IAB Ireland PwC Online Adspend Study for 2015 (Jan to Dec) sees very strong growth of 29% with ad revenues of €340m compared to €263m in 2014. Native advertising is tracking at 33% of total digital display with adspend of €45m. Native formats include in-feed advertiser controlled ads such as those appearing on Facebook and Twitter, publisher controlled in-feed advertising which is a feature of content rich sites such as news and entertainment sites as well as Discovery/Recommendation units embedded in sites by specialists such as Outbrain and Taboola.

Spotlight

The IAB Ireland PwC Online Adspend Study for 2015 (Jan to Dec) sees very strong growth of 29% with ad revenues of €340m compared to €263m in 2014. Native advertising is tracking at 33% of total digital display with adspend of €45m. Native formats include in-feed advertiser controlled ads such as those appearing on Facebook and Twitter, publisher controlled in-feed advertising which is a feature of content rich sites such as news and entertainment sites as well as Discovery/Recommendation units embedded in sites by specialists such as Outbrain and Taboola.

Related News

PROGRAMMATIC ADVERTISING

Emodo launches Adapt as a First-to-Market Innovation to Reimagine Native Advertising for Brands and Publishers

Emodo | October 13, 2022

Emodo, the intelligent exchange creating more memorable connections through personal, relevant and rewarding advertising experiences, today announced the launch of Adapt, a rich and dynamically-optimized native ad offering that drives increased engagement and higher impact for brands and advertisers. This ad offering is transforming the next era of programmatic advertising by enabling personalized storytelling and sustainable KPIs. “With its one size-fits-all approach, standard native advertising is no longer enough for advertisers and brands,” said Tom Anderson, Chief Marketplace Development Officer at Emodo. “Our innovative advanced native offering brings a richer and smarter approach to advertising, presenting brands with a dynamic, attention-grabbing ad format to drive engagement and performance, and publishers with a new revenue opportunity through an exclusive, differentiated ad format, as well as a better user experience that aligns with their website’s context and aesthetic.” Adapt native ads are built via Emodo’s creative rendering engine, which has the ability to layer on various effects including loading, image, text, call-to-actions, layouts and styling to create limitless permutations of an ad unit. Emodo then leverages its artificial intelligence-powered dynamic optimizer to understand the most optimal features and generate captivating designs for publishers and their audiences. This cutting edge technology unlocks new capabilities for creative testing and performance at scale that are not available in traditional native formats. In support of its Adapt launch, today, Emodo has also released brand-new survey data on consumer affinity for native advertisements. The survey included standard display, standard native and Adapt native ads across three different publishers’ pages, and used eye-tracking to understand engagement with the various different ad formats. Findings include: Across three campaigns tested, whenever viewable, the Adapt unit drove statistically significantly more Attention as compared to any other unit tested, at the 95% confidence interval, holding campaign, publisher, unit size, audience, and everything else constant. For an automotive campaign, Adapt drove 13% higher Message Association as compared to either a standard Display or a standard Native unit Adapt drove an 71% higher lift in Message Association as compared to Static Native for a Discount Clothing Retailer. For a CPG campaign, Emodo’s unit drove 17% higher attention (time spent via eye-tracking) as compared to standard Display, and 11% higher attention as compared to standard Native. “Social platforms like Facebook, Instagram and Snap have proven that highly optimized native executions are impactful but have, until now, only been available behind their walls,” continued Anderson. “By bringing our future-proof innovations to the market, we are elevating the opportunities for advertisers beyond the walled gardens and staying ahead of the curve.” In an effort to double down on more impactful advertising, Emodo has also refreshed its brand mission and focus: to build more memorable connections through its global exchange, making advertising more impactful for brands and profitable for publishers. Emodo leverages rich, dynamic creative experiences, such as Adapt, augmented reality, and shoppable ads, to help advertisers capture attention and build brand love. This, paired with ID-independent targeting and better science, fuels personalization and drives performance. “As we look toward the future, our intention in this next era of Emodo is to bring richer, more sophisticated approaches to personalized advertising experiences,” added Alistair Goodman, CEO of Emodo. “As we look toward the future, our intention in this next era of Emodo is to bring richer, more sophisticated approaches to personalized advertising experiences,” added Alistair Goodman, CEO of Emodo. “In this transformative time for the programmatic industry, we’re striving to facilitate memorable connections between consumers and the brands they love through everything we do.” About Emodo Emodo helps advertisers and publishers create memorable connections with consumers through more relevant, rewarding and impactful advertising. Its intelligent exchange puts creative first, enabling advertisers to build brand love through rich, dynamic advertising experiences informed by the latest AI and a deep understanding of consumer sentiment. Emodo Adapt, an exclusive advanced native ad format, outperforms alternative programmatic solutions through a better approach to contextual relevance, creative personalization and KPI optimization. As an Ericsson company, Emodo benefits from a wide range of research, innovation, and access to mobile operators that helps it deliver better outcomes to clients and make the unimaginable possible. Emodo is a wholly owned subsidiary of Ericsson, which enables communications service providers and enterprises to capture the full value of connectivity. It is designed to help customers go digital, increase efficiency and find new revenue streams. Ericsson’s innovation investments have delivered the benefits of mobility and mobile broadband to billions of people globally. To learn more, visit www.emodoinc.com

Read More

DISPLAY ADVERTISING

Lay's Achieves a 92.5% VCR with 6-Second Snackable In-Game Video Ads from Anzu & Eskimi

Lay's, Anzu, Eskimi | November 01, 2022

One of the world’s largest and best-known snack companies, Lay’s, partnered with Eskimi, a full-stack programmatic data platform, and Anzu.io, the world’s most advanced in-game advertising company, to launch an intrinsic in-game video ad campaign to promote its potato chips among the mobile gaming audience in Latvia. Lay’s wanted to leverage gaming to help it reach its target audience of 18-34s and worked with Anzu and Eskimi to get in front of Latvian gamers in the most engaging and non-disruptive way. Lay's in-game video ad campaign featured in titles such as Gravity Rider Zero. The 6-second videos, which were to the point and showcased Lay’s products in a quick and effective manner, worked extremely well in the fast-paced gaming environment and achieved a 92.5% video completion rate, a 98% viewability rate measured by Anzu’s patented 3D ad tracking engine, and cyber security platform HUMAN reported a 0% invalid traffic score for the campaign, reinforcing the low fraud rates associated with gaming environments. “We are very satisfied with the campaign. It allowed us to reach players who are fully focused on their game and won’t tolerate any intrusive advertising. With such high engagement, it’s no wonder we were able to achieve such high completion rates. Only a few ad platforms provide such high-quality placements.”- Kristaps Osis, Key Digital Transformation Specialist, Omnicom Media Group Latvia “The huge success Lay’s has seen from this programmatic campaign demonstrates the power that short-form video ads have in gaming environments if you get them right. By using the 6-second format, keeping the videos to the point, and effectively showcasing their products throughout, Lay’s were able to spread awareness and engage thousands of gamers in a way that was complimentary to the gameplay.” - Chaim Berko, Senior Programmatic Account Manager EMEA, Anzu “The huge success Lay’s has seen from this programmatic campaign demonstrates the power that short-form video ads have in gaming environments if you get them right. By using the 6-second format, keeping the videos to the point, and effectively showcasing their products throughout, Lay’s were able to spread awareness and engage thousands of gamers in a way that was complimentary to the gameplay.” -Chaim Berko, Senior Programmatic Account Manager EMEA, Anzu “In-game is dominating the Baltics! There’s no better way to showcase the intrinsic in-game opportunity than with a globally established brand like Lay’s. We continuously encourage brands to think about the unique gaming environment. Lay’s video perfectly blends into the game as it is short, includes distinctive images and the brand’s logo. We hope to see more FMCG brands dipping into in-game advertising. Let’s not forget that 80% of gamers drink or eat while gaming. These results scream FMCG!” -Gabriele Vileikyte, Product Manager, Eskimi

Read More

PROGRAMMATIC ADVERTISING

MiQ acquires AirGrid, the privacy-first audience platform for publishers

MiQ, AirGrid | November 04, 2022

In its commitment to enabling the next generation of programmatic advertising, MiQ, the global programmatic media partner, today announced the acquisition of UK-based AirGrid, the privacy-first audience platform. Powered by edge computing, AirGrid adds critical publisher-focused technology capabilities and proprietary data to MiQ’s extensive solution suite, accelerating its leadership in shaping the cookieless future for clients. AirGrid is the only platform which enables marketers to connect directly to publishers for privacy-first and cookieless audience creation and activation. Instead of using cookie-based data, AirGrid uses machine learning to segment publisher audiences without the use of any identifiers. It then stores, models, and activates locally on-device or “at the edge” so that user data never leaves a device. In addition to maximising yield for publishers, these capabilities supercharge marketer audience strategies across a network of premium publishers, without ever having to handle user data, and increases reach in cookieless environments, such as the Safari web browser. “Just two months after our monumental PE investment from Bridgepoint, we’ve made this exciting move with AirGrid that gives us a transformational technology asset to remain front of the pack in delivering privacy-first programmatic solutions to our clients,” said John Goulding, Global Chief Strategy Officer for MiQ “With AirGrid, publishers and marketers will be able to target inaccessible audiences previously out of reach due to cookie blockers. It’s a win-win-win scenario. Publishers get better control, access, and monetisation opportunities, brands can apply more precise targeting functionality to key audiences historically out of reach, and consumers’ data never leaves their device.” AirGrid bolsters MiQ’s existing cookieless suite of authenticated data connection, advanced contextual data methods, and clean room solutions, which together power better analytics and targeting. With a global reach of hundreds of millions of users, AirGrid’s solutions are available now for any campaigns targeting UK supply, providing instant access to first-party data from five UK publishers and over 750 domains. MiQ is already working to expand this to the U.S. and Canadian markets, which will be available in the second half of 2023. AirGrid will retain its brand name and serve as a standalone entity under the MiQ umbrella. “Google may have delayed the cookieless deadline to 2024, but its reality is already here,” said Dennis Yurkevich, AirGrid founder and CEO and now Managing Director and CTO. “Google may have delayed the cookieless deadline to 2024, but its reality is already here,” said Dennis Yurkevich, AirGrid founder and CEO and now Managing Director and CTO. “The internet has experienced rapid change, even within the last several years alone, as consumers, legislators, and other tech giants demand the eradication of data practices of the past. We need to heed their words proactively versus reactively when it’ll be far too late. We’ve watched as MiQ has led this charge for years, and we’re excited to be on board now to drive even further innovation for publishers and marketers in this future.” Goulding continued, “The addition of AirGrid is just the beginning for MiQ. With our newly-formed M&A business division, we’re laser-focused in executing our strategic plan to drive impactful growth and expansion of our business, and serve as the preeminent authority on privacy-first digital advertising.” About MiQ We’re MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business-problem-solving things for our clients. We’re experts in data science, analytics and programmatic trading, and our team of people are always ready to react and solve challenges quickly, to make sure you’re always spending your media investments on the right things in the right places. Headquartered in London, MiQ has offices across North America, Europe and Asia Pacific. We were named to AdExchanger’s Programmatic Power Players list in 2022, 2021, and 2020, were awarded Most Effective Use of Data at The Drum’s Digital Industries Awards 2021 and named 4th in The Sunday Times International Track 200 for 2019. MiQ operates globally from 18 offices located in North America, Europe and APAC. You can find out more here: wearemiq.com.

Read More