The ARF Cognition Council presented an event focused on advertising within news content and context effects in programmatic buying. The first panel presented research on the effectiveness of advertising within news content on television and online, drawing from available qualitative, quantitative, and neuroscience evidence. The second panel delved into the potential opportunity for the context in which an ad is placed to be used in programmatic buying as the third-party cookie becomes less important.
Zach Kubin of Adelaide began the session by explaining how reach has become increasingly fragmented. Digital, viewability and ACR tell an incomplete story, which makes it difficult to assess the quality of the media brands are buying. Adelaide combines all the available metrics into their own algorithm, which they call the Attention Metric (AU). Filip Pujic of Audi gave details from the car company’s use case, where it integrated AU using Adelaide’s algorithm into programmatic bidding, driving positive business outcomes. Audi will conduct a follow-up study to validate the results they have received.
In providing an overview of retail media’s latest trends, opportunities and challenges for retailers and brands, Michael Ellgass (Circana) shared results from analyses of over 100 CPG studies that looked at channel performance in retail media networks and the halo impact outside those networks. Finding that the total incremental sales impact is often larger than what the retail media can see in their own outlets and that most shoppers are influenced by a variety of channels, Michael presented the nuanced data that supported a combined approach for maximum impact.
Michael Siewert (Colgate-Palmolive) and Souptik Datta (GroupM) presented how their companies worked together to combine measurement data for building custom solutions around bidding in the programmatic space. Colgate wanted to create their own quality definition for their inventory and be able to benchmark at a scalable cost benefit. Building a framework around their definition of quality and creating their own “qCPM” metric allowed them to understand the details of performance at a baseline and optimize with machine learning across 80+ markets and varying formats.
Michael Siewert – Programmatic Director, Colgate-Palmolive Co.
Michael Siewert (Colgate-Palmolive) and Souptik Datta (GroupM) presented how their companies worked together to combine measurement data for building custom solutions around bidding in the programmatic space. Colgate wanted to create their own quality definition for their inventory and be able to benchmark at a scalable cost benefit. Building a framework around their definition of quality and creating their own “qCPM” metric allowed them to understand the details of performance at a baseline and optimize with machine learning across 80+ markets and varying formats.
Key Takeaways: Mapping their quality journey involved
Defining the quality metric for Colgate led Souptik (GroupM) to create a menu of foundational elements (verification, clarity) and Colgate’s CPMs, KPIs, goals and values that constituted quality for them, which then informed a custom formula. Their qCPM metric is formulated from cost, quality and business effectiveness KPIs.
Reporting and benchmarking: Using multiple DSPs, clean rooms and viewability partners to build a global reporting scalable cloud-based system, Colgate’s interactive dashboard was able to measure benchmarks and put dollar values to opportunity sizes (underperforming and extra mile) for the first time.
Automating custom bidding to optimize for quality: Because it’s not possible to optimize manually, Colgate used its own AI algorithm to spot inefficiencies, seeing a nearly 20% lift in small-scale tests. They also implemented their own custom bidding tests to monitor and analyze to see how much improvement they could make.
Given the ongoing geopolitical and economic uncertainties as well as technological and cultural changes, which trends will continue in 2023 and what new trends will emerge? Here is a summary of reports from Dentsu and other sources.
The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.
Programmatic advertising is all about using technology to streamline the ad buying process. With AI-based algorithms doing the legwork for them, advertisers can be sure they’re launching more efficient, targeted and relevant campaigns for their audiences. Read more »
Findings from a Google commissioned study of marketers and advertising professionals show how they think about programmatic advertising, in light of changes in access to third-party cookies and shifts in consumer privacy preferences. Read more »
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