PHOENIX — If Maggie Zhang could choose a tagline for this year it would be \u201cprove incremental value.\u201d Because while it\u2019s a given that digital and television advertising works, \u201caltogether we need to understand how each channel, each different tactic actually works and contributes to the final outcome in order to advise or inform advertisers to allocate budgets and optimize outcomes.\u201d<\/p>\n
The SVP of Video Research & Insights for Dentsu Aegis Network is seeing an \u201cexplosive growth of attribution vendors,\u201d she explains in this interview with Beet.TV at the IAB Annual Leadership Meeting<\/a>.<\/p>\n Such providers have traditionally been digital oriented, measuring multi-touch attribution across all digital touchpoints. \u201cBut now, especially this year, there\u2019s been a growing school of TV specialists,\u201d Zhang<\/a> says.<\/p>\n \u201cThey are able to attribute the impact of big-screen, top-funnel impact of TV advertising to the actual business outcome in terms of any type of conversion metric, be it foot traffic or online purchase, offline purchase.\u201d<\/p>\n Dentsu Aegis has been doing \u201ca very thorough audit across the entire spectrum of TV\/cross platform video attribution vetting. It\u2019s still going and we\u2019ve learned a lot just to understand their modeling approach, their TV\/video data sources, their conversion metric sources and how they can match together and modeling and analyze and predict the outcome.\u201d<\/p>\n In an age sensitive to consumer privacy and increasing data regulations, the media agency is looking into \u201cpixel-less methodology\u201d to measure both conversion and viewership data.<\/p>\n \u201cSo ACR data is one good example and there are also a lot of other tech platforms that are able to provide data, especially on the back end without pixels. So we\u2019re able to measure in terms of the audience in a one-to-one, deterministic fashion.<\/p>\n This segment is part of Beet.TV\u2019s coverage of the IAB Annual Leadership Meeting 2019, Phoenix. This series is sponsored by Telaria<\/a>. Please find additional videos from the series on this page<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" PHOENIX — If Maggie Zhang could choose a tagline for this year it would be \u201cprove incremental value.\u201d Because while it\u2019s a given that digital and television advertising works, \u201caltogether we need to understand how each channel, each different tactic actually works and contributes to the final outcome in order to advise or inform advertisers […]<\/p>\n","protected":false},"author":17,"featured_media":59084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7843,1],"tags":[6160,6610,7761],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59082"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59082"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59082\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59084"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59082"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59082"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}