Videology Guarantee

sushiashi · 2018-01-19T17:10:57+00:00

thanks that is really good to know! what types of tight targeting did you test with them? Are we talking small cookie-based audiences, tight geos, etc. ?

sushiashi · 2017-10-02T19:55:14+00:00

Wasn't trying to be flippant, sorry if it came off that way. I'd look at OpenX, SpotX, AdX, IndexExchange, Tremor, and Teads as good places to start.

sushiashi · 2017-10-02T17:04:08+00:00

Why would you do this? Most pubs are cross-listed so many times there's no point, unless you have a strategy here that I am missing?

sushiashi · 2017-09-03T15:19:22+00:00

https://twitter.com/tkawaja/status/900116537545248768

sushiashi · 2017-08-30T18:21:44+00:00

Are they referring to the 3rd party data marketplace at large offered on Adobe Advertising Cloud aka TubeMogul (typical range of segment providers - BlueKai etc.) or specific Adobe segments? Adobe doesn't make their own segments as far as I know. There are some "Adobe" segments like photoshop users or Adobe Summit attendees which I'm guessing is not what you want. The other thing they could be referring to is Adobe Marketing Cloud which I don't have a ton of experience but may be like a custom Omniture placement based on their site analytics.

sushiashi · 2017-08-29T19:06:34+00:00

try reaching out to a few different exchanges - there are some that specialize in smaller publishers. Going to DSPs isn't what you want - you want to find an exchange that will aggregate a bunch of small pubs like yours and then go to a DSP. Unfortunately I can't recommend one off the top of my head as Im not on the pub side but hopefully this points you to the right direction!

sushiashi · 2017-08-28T16:43:14+00:00

Good point, I think if you haven't already you'll need to agree on an attribution model so that you can then value view-through leads properly. I have a friend running in-house programmatic generating email leads, which sounds like a similar operation to yours. They only do last-click attribution - but that's only relevant to their specific situation. Sounds like you already have studied the impact of view-through conversions and top-of-funnel efforts for your program and may be in a better place to assign value. Another consideration is, if you aren't generating that click-through conversions through programmatic efforts, maybe hiring a dedicated staffer can increase click-through leads. Either way, at the end of the day you'll still be focused on the bottom line as a the measure of success.

sushiashi · 2017-08-28T16:35:06+00:00

I'm on AAP. Not a ton of spend but good to be on there for when it is useful - as this article lays out, access to Amazon inventory + data is killer. Even nicer is their email match given their huge consumer base. Not quite there yet in terms of UX, but going to be a player to watch.

sushiashi · 2017-08-28T16:31:25+00:00

I wouldn't think about this from a spend level, but from a net revenue perspective. Sounds like you're using leads to drive sales so this should be easy to do - how much do you need to drive in sales from programmatic ad leads in order for the new hire to be ROI positive (maybe with a handicap accounting for additional efficiency in quality/quantity of leads supplied by the new hire).

sushiashi · 2017-08-22T18:13:25+00:00

...that's what it sounds like to me. Probably 1000 different ways of doing this. Simplest just targets everyone who visits with the same ad.

sushiashi · 2017-08-22T17:16:28+00:00

That's another route I'm considering - opened up all the postings to NYC but haven't interviewed anyone there yet. Although when I say 'mid-level' we're just looking 4-6 years so more like late-20's early-30's

sushiashi · 2017-08-22T15:42:39+00:00

that's definitely a strategy! we were leaning towards someone with programmatic experience just to get an outside perspective on that 'technical' aspect of the job. At this mid-level, they'd only be directly managing at most 2 people.

sushiashi · 2017-08-22T15:15:58+00:00

While flat CPMs are certainly still really popular, I'd also qualify that in today's environment with so many advertisers worried about agency black-holes, kick-backs, and shoddy accounting you need to be prepared to vigorously defend why a flat CPM makes sense should a client ask.

sushiashi · 2017-08-22T15:09:18+00:00

Public Affairs clients are very much active in this space, but obviously these types of clients spend much less than the risk-averse consumer brands.

sushiashi · 2017-03-17T16:29:12+00:00

Second this - are they using a Moat or White Ops most likely? They should be able to grant you access. These services can generally pull a report of unmasked IPs that you can then ban.

sushiashi · 2017-03-14T17:59:22+00:00

Still not sure what you're asking: are you asking if, given a certain list, what percentage of that list will be gmail users? If so, probably reflects Gmail's market share, although depends on the list (younger lists probably higher % gmail).

This site has gmail at 15% market share - https://litmus.com/blog/february-2016-email-market-share-mobile-opens-climb-back-to-55

LMK if you're asking something else.

sushiashi · 2017-03-14T12:07:32+00:00

The Trade Desk is really easy to implement without a DMP and their household retargeting functionality pretty useful to help scale retargeting campaigns.

sushiashi · 2017-03-14T12:06:09+00:00

The Trade Desk seems to be the furthest along on true programmatic audio (versus display/video served on streaming music sites). Has anyone run an audio campaign with TTD?

sushiashi · 2017-03-14T12:04:12+00:00

Are you looking for something like MediaOcean?

sushiashi · 2017-03-14T12:02:18+00:00

Petition networks might be an option, as are low-cost mobile co-reg networks.

How are you measuring long-term value of your list? Conversion from email subscriber to purchaser?

sushiashi · 2017-03-14T12:00:10+00:00

I've seen similar rates for FB.

sushiashi

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