AdSafe Announces Roster of Strategic Network Partners
AdSafe Media, the rating standard of online media, today announced an expanded list of key partnerships that secure the company’s position as the market leader in preventative brand protection for the display advertising industry. Through these partnerships, AdSafe will enable its partners to control the placement of display advertising via its Content Rating System and Brand Safety Firewall. AdSafe’s Content Rating System is a standardized measurement platform which rates the brand safety of content on individual web pages, allowing brands, agencies, networks and publishers to ensure that display advertising only appears adjacent to appropriate online content. Premium partners utilizing AdSafe to help ensure brand protection include: AudienceScience, Break Media, Collective, Invite Media, Kitara Media, Media6Degrees, MediaMath, Ourstage, Rocket Fuel Inc, Scripps Networks, Traffic Marketplace, Turn and [x+1]. “We are proud to announce a list of partners that are all true innovators in the display advertising space,” said Kent Wakeford, Co-Founder and EVP of AdSafe. “These partnerships signify how essential brand safety has become to the industry as a whole.”
Read More: PRNewswire
Improving Marketing ROI: Towards a More Equitable Conversion Attribution Model
While last-click attribution is an easy default mode for digital marketers, this practice can lead to serious marketing missteps, including inflated digital marketing estimates and misallocation of marketing spend. The underlying issue is that a frequent assumption of online marketing — that the last click is the prime contributor to the sale — is flawed. In fact, there are a multiplicity of factors (touchpoints and exposures both on and offline) that have helped pave the way for that click. Unfortunately, last-click attribution models create an illusion of “marketing science,” when in fact the results are often grossly overstated, resulting in erroneous findings that can dramatically affect marketing ROI. Marketers instead need to consider a more sophisticated analytical approach to tackle the issue. The best approach utilizes a staged system of multivariate equations to determine the relative contributions of different elements across the marketing mix. Through this advanced analytic approach, one can quantify the true effect of investments in upstream media vehicles such as TV, print, display and e-mail in driving consumers to search or to marketers’ websites and subsequent conversion. Ultimately, the insights derived from this technique lead to smarter, more effective spend allocation decisions for both online and offline sales success.
Read More: MediaPost
Break Media Sees Data as Display’s Savior
Male-centric Break Media is betting on data to enhance its display advertising business. The company, which manages sites such as Break.com, MadeMan and Chickipedia, has inked separate pacts with BlueKai, which aggregates in-market shopper data for brands, publishers and ad networks, and eXelate, which manages an exchange for behavioral targeting data. Break will leverage both companies’ data to offer its advertisers the ability to target more specific, narrow audiences — including audiences that are intent on shopping for or purchasing specific products. “These partnerships, combined with the size of our network and the breadth of our ad offerings, will ensure that Break’s advertisers will be able to reach as much of their intended audience as possible, and do so with maximum efficiency and effectiveness,” said Andrew Budkofsky, Break’s evp of sales and partnerships. With these deals, Break joins a growing number of online media companies turning to outside vendors that specialize in layering audience data on top of a site’s data with the promise of delivering the right ad to the right users. The approaches vary, as publishers experiment with blending offline shopping data, online cookie data and data from companies that claim to be able to find “look-alike” users based on modeling technology. For example, MTV Networks recently signed a deal with the analytics firm Quantcast to bolster its online video ad sales.
Read More: AdWeek
