Rocket Fuel To Launch Platform Connecting Online Clicks To Offline Sales
Marketers that are eager to reach the perfect consumer track campaign budgets carefully, but ultimately want to have the ability to connect online and offline activity. Rocket Fuel is working on technology that will allow marketers to attribute online clicks to offline sales, Richard Frankel, Rocket Fuel president, tells MediaPost. Advertisers offer a variety of ways to approach the problem of attributing clicks, research or ad views to the sale of an item. Some have tied codes on printable or mobile coupons to the in-store sale. Frankel points to another approach: find a source that has sales data and build a bridge from that data to clicks on display ads the company supports. “It mostly deals with cookies and IP data,” Frankel says. “There are a few companies that have this type of data, but they haven’t figured out how to work with companies like ours to make it actionable.” That’s one problem that Rocket Fuel needs to tackle to make it work. Another is making it easy for advertisers to use the tools. And that’s not a simple task, Frankel says, because many companies that own the data don’t know how to support data projects on the Web. The road map should put the tools in the hands of advertisers and marketers some time by June. Theoretically, the tools also could help advertisers understand that different types of media campaigns have real sales impact.
Read More: MediaPost
Watch Video From the AppNexus Summit
The AppNexus Summit focused on the evolution of ad networks and aggregators in the new world of real-time advertising. We moved beyond the hype and brought together a diverse group of speakers to share ideas and perspectives on what’s really working in online advertising. It was a fantastic day, and here are some highlights:
- A keynote fireside chat with Aaron Easterly, General Manager of Network Strategy & Monetization at Microsoft, Johnathan Hsu, CEO of 24/7 Real Media, and Brian O’Kelley, CEO of AppNexus.
- A panel discussion on the business challenges facing ad networks with executives from AOL Advertising.com, interCLICK, Traffic Marketplace, XTEND, AudienceScience, TidalTV. Watch the video: What Works for Ad Networks: Business Challenges
- We examined the technology issues and innovations in our industry with leaders from Chitika, Dapper, Rocket Fuel, Peer39 and eXelate. Watch the video: What Works for Ad Networks: Technology Challenges
- John Ebbert from AdExchanger.com led a conversation on ad exhanges and inventory aggregators with perspectives from Pubmatic, AdMeld, The Rubicon Project, OpenX and Time Inc. Digital. Watch the video: The Role of Ad Exchanges, Publishers & Inventory Aggregators.
Read More: AppNexus.com
Management Secrets of the Grateful Dead
The Grateful Dead Archive, scheduled to open soon at the University of California at Santa Cruz, will be a mecca for academics of all stripes: from ethnomusicologists to philosophers, sociologists to historians. But the biggest beneficiaries may prove to be business scholars and management theorists, who are discovering that the Dead were visionary geniuses in the way they created “customer value,” promoted social networking, and did strategic business planning.
Read More: TheAtlantic.com
