Moonbug Entertainment, a content studio whose portfolio includes kid favorites such as CoComelon and Blippi, is trying to bring some form of ad measurement to children’s content through a new partnership with iSpot.
AdExchanger and AdMonsters are pleased to announce the honorees for the 2024 Top Women in Media & Ad Tech Awards! An awards gala will follow on June 3 in NYC.
Television commerce, or T-commerce, is similar to shoppable TV: both refer to buying something you see on television. But shoppable TV is far more nascent – and also has different implications on attribution.
A booze brand and a “headless commerce” platform walk into a meeting with the CFO. That might sound like the setup for a punchline, but it’s just how mar tech works these days.
Tracking is a mess. Attribution is broken beyond repair. IP address identity data may go the way of the dodo. Which means marketing mix modeling is back, baby!
As ecommerce adoption has grown, measurement has shifted away from proxies towards metrics that show business results – a move away from clicks and views towards sales and profitable growth.
Retail media is built on its attribution quality, but real purchases can be gamed by programmatic metrics and create perverse incentives for RMNs to serve ads across low-quality inventory.
Google and Meta are playing with fire. Their opaque refund practices have already exposed them to customer blowback – and could lead to class-action lawsuits by disgruntled advertisers.
Turning Signal Loss Into A Gain
Cookie deprecation and the reduced availability of mobile ad IDs is rocking the ad tech ecosystem. But signal loss is also an opportunity for a younger company to build new privacy-preserving targeting technology and grab market share, according to Remco Westermann MGI CEO.
One side effect of signal loss? Media mix modeling is coming back in fashion. Google’s Meridian is the latest entrant in the MMM space, which is being embraced by large ad platforms and startups alike. Plus: As Differentiating between shoppable TV and T-commerce.
