DataView: The DataXu Blog
Category: MarketPulse
- DataXu MarketPulse: “Last Click Attribution: A Simple Way to Misallocate Your Budget”
07/28/2010 | Categories: data, digital advertising, MarketPulse, media buying, online advertising, trendsToday, we released our third MarketPulse newsletter, a regular publication utilizing DataXu’s proprietary data to uncover and reveal interesting trends in digital advertising. This month’s issue focuses on a highly contentious issue in the online advertising space – Last Click Attribution.
The full pdf is available here: DataXu MarketPulse_Last Click Attribution_July 2010 and below is snapshot of the report.
DataXu MarketPulse: July 2010
“Last Click Attribution: A Simple Way to Misallocate Your Budget”
Taking a look at data for six client campaigns, the DataXu team identified some interesting attribution trends.
Data highlights
- For all campaigns, last click attribution ignored 97% of spend driving conversions — which often results in over-spending in search and re-targeting, and under-spending in display that drives demand creation.
- The recommended attribution period for short consideration products, such as CPG, is two weeks. In the campaign shown above, this window includes 90% of impressions that converted.
- The recommended attribution period for long consideration products, such as Insurance and Autos is five weeks.
- The length of time it takes to attribute 90% of conversions varies by 250%; each product requires its own distinct attribution model
For the full MarketPulse report, you can download the pdf here: DataXu MarketPulse_Last Click Attribution_July 2010
DataXu’s MarketPulse explores the data that defines today’s digital advertising marketplace. Sign up here to have future MarketPulse newsletters delivered directly to your inbox.
- DataXu MarketPulse: “Beyond Audience: What Drives Campaign Performance?”
06/28/2010 | Categories: data, demand side platform, DSP, MarketPulse, online advertising, performance, real-time bidding, RTB, trendsToday we published the second issue of the DataXu MarketPulse, a research newsletter designed to highlight trends in digital advertising based on DataXu’s own proprietary data.
In this month’s issue, we explored campaign performance and the impression attributes that are most highly correlated with conversions and the results were surprising!
DataXu MarketPulse, June 2010
Beyond Audience: What Drives Campaign Performance?
Since the dawn of the Internet, advertisers have been on a quest for the holy grail of digital advertising: delivering the right ad to the right consumer at the right time. This quest has yielded great insights about how to improve each of these ad dimensions. Consumer targeting is the current priority for some high-profile ad agency holding groups. But which factor is the most important driver of a campaign’s success?
With real time bidding (RTB), advertisers can get closer to the answer than ever before. Impression level data essentially maps the path to the grail. At MarketPulse, we like to look past the hype and let the data do the talking.
With 100s of millions of impressions served daily, we recently evaluated whether consumer, context, or creative attributes of ad impressions were most predictive of conversions.
The result? Each category was well represented, but creative attributes were the winner — correlating most highly with conversions for 48% of the campaigns.
“The data shows that a single campaign performance driver cannot be predicted with confidence in advance. This suggests that a more effective ‘media plan’ is one that instead responds to the nuanced, unique data each campaign generates. The implication is that brands and their agencies need systems that can glean the data and automatically adapt, rather than relying on a rigid, one-size-fits-all approach,” noted Mike Baker, CEO of DataXu.
Our analysis included nineteen large-scale, online display campaigns that ran for at least four weeks, across the leading RTB ad exchanges. In each campaign, we evaluated multiple impression attributes in the categories of consumer (who saw the ad), context (where the ad appeared), and creative (what the ad looked like) to see which attributes appeared most consistently across ad impressions that preceded conversions.
For additional results and takeaways from this month’s MarketPulse, you can download the pdf: DataXu MarketPulse_Campaign Performance Drivers_June 2010
DataXu’s MarketPulse explores the data that defines today’s digital advertising marketplace. Sign up here to have future MarketPulse newsletters delivered directly to your inbox.
- DataXu MarketPulse: Ad Price Volatility Is Opportunity for Advertisers
05/21/2010 | Categories: ad exchanges, ad impressions, ad optimization, ad optimization platform, advertising optimization, digital advertising, digital display ads, digital media, dynamic decision systems, efficiency, MarketPulse, media, ROI, trendsYesterday, we distributed what we hope will be the first of many “DataXu MarketPulse” newsletters. Designed to highlight compelling trends in the digital advertising space, the DataXu MarketPulse was created in response to our customers’ requests for visibility and insights into the rapidly evolving world of biddable digital media.
DataXu MarketPulse, May 2010
Extreme Price Volatility Across Ad Exchanges Presents Opportunities for Buyers
DataXu analyzed the price paid for ad impressions across ad exchanges over the past 30 days, and discovered that the average daily price varied by over 100% during the period.
This analysis is drawn from our leading cross-exchange advertising optimization platform, which evaluated over 175M unique user visits and hundreds of billions of ad impressions from all of the major suppliers of biddable display advertising during the measurement period.
“With the tremendous growth of exchanges for bidding on digital display ads, we are seeing a persistent price volatility across all points of supply,” said Mike Baker, CEO of DataXu. “This presents innovative advertisers with a huge opportunity to boost media effectiveness and efficiency. But to do so, they have to move beyond static media buying to dynamic decision systems that keep pace with the volatility.”
Advertisers know that exchange-traded inventory varies in value, but this significant volatility in prices for fungible placement opportunities may serve as a wake-up call. When it comes to display ads, are you confident that you are getting what you pay for?
Over time, across large campaigns, such price variances can have a significant impact on ROI, if an advertiser is not employing the right analysis and tools to ensure that their higher cost impressions are also the highest value impressions for their specific goals.
The Average Daily CPM Price for Display Ads Across Exchanges Varies by Over 100%
The fluctuation of ad CPM prices outpaced other dynamic values — even during a period that included the stock market’s “flash crash” and the Goldman Sachs’ investigation.
DataXu’s MarketPulse explores the data that defines today’s digital advertising marketplace. Stay tuned for future insights from DataXu. For a pdf of this report see DataXu MarketPulse: Ad Price Volatility, May 2010 and to sign up for future MarketPulse newsletters, send an email to marketpulse@dataxu.com.
