Perfecting RTB – How Advanced Attribution Improves Programmatic Buying

Programmatic buying encapsulates a number of growing platforms, including DSPs, performance ad networks, and search bid management. These platforms allow marketers to make quick decisions about media buying, leveraging behavioral targeting, context, multiple inventory sources, multiple creatives or keywords, and automating that buying process to generate the best results.

Combining these platforms with modern, multi-touch attribution systems offers even more opportunity to marketers. Good attribution platforms access data across multiple channels for the advertiser and model interaction behavior that drives a consumer to make a decision at multiple points in a sales funnel – showing how search interacts with display for example, or how different sites interact with each other for a given audience.

Individually, programmatic buying platforms and multi-touch attribution systems improve marketing results, but combined these advancements set a new standard for performance in advertising technology.

Please join Adometry and featured guest Forrester Research, Inc. as we discuss:
-The current state of programmatic buying
-Industry perspective on the pillars of digital marketing success: programmatic buying, audience segmentation, and multi-channel measurement
-How advanced, or multi-channel,attribution improves programmatic buying

Joanna serves Interactive Marketing Professionals and covers display marketing, ad targeting, optimization, and measurement. She focuses specifically on marketer and vendor best practices in using display and measurement technologies and tactics, as well as how to optimize results over time. Joanna joined Forrester in July 2010.

Joanna has more than 10 years of experience in the interactive marketing industry. She started at Avenue A in New York and was a founding member of Razorfish’s ATOM Systems agency trading desk. Most recently, she ran brand relations for the Audience on Demand practice at VivaKi, helping advertising clients target and optimize broad-reaching interactive campaigns. Joanna has been a frequent panelist at industry events including OMMA AdNets and BlueKai, TARGUSInfo, and Nielsen data summits.

Joanna graduated from Vassar College with a B.A. in psychology. She was a member of Phi Beta Kappa and graduated with departmental and general honors.

John co-founded Adometry in 2008 with 20 years of technology and leadership experience. Prior to Adometry, John was an executive for the Walt Disney Internet Group, and where he was responsible for technical direction and implementation of Disney advertising technologies.

Before joining Disney, John was the VP of Engineering for educational software startup Stone Tablet Education, responsible for all technical implementation and operations. John has also held leadership positions in other technology companies including Primus Knowledge Solutions, Sierra On-Line, and Click2Learn.

John has a bachelor’s degree in computer science from Seattle University, a master’s degree from the University of Washington in educational technology, and has pending patents for advertising forecasting and delivery algorithms.

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