Advertising technology has been in a growth phase for close to twenty years. One of the major milestones was Google’s acquisition of AdMeld in June 2011. This completed the programmatic dream with the first ad exchange and with it end to end, marketing goals through to advertising and conversion.

With the programmatic advertising supply chain in place marketing departments could, for the first time, connect the dots in an automated fashion from all marketing budgets and in-house CRM data. This CRM data collected from customer touch points through website systems, outbound marketing intiatives and via external vendors managing promotional intiatives…

Disparate Systems

More people will understand and rightly be focused on the benefits from unifying attribution across marketing and advertising channels. This means we as the experts should be prepared to tell the story on how we got here and at the same time explain the challenges and barriers that stand in our way. The good news is that in answering these questions we can articulate the difference in data sets and systems for ourselves.

The short, easy answer is that budgets have been historically siloed for decades between print, direct mail, TV, radio and billboard as well as between…

Marketing Attribution Model Alignment

One of the most exciting aspects of unifying marketing data is the opportunity to measure conversions uniformly across channels. The primary purpose of these posts is to focus on this point in time where siloed multi-channel budgets are now being aligned into one omni-channel budget. This will alter many aspects of marketing departments and many technology opportunities exist as a result. While digital advertising has had attribution technology for many years unfortunately there is not a single point of attribution due to privacy laws and the rise of walled garden media. …

Mickey Hill

From the corner of Marketing & Advertising @martech925

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