Robert Webster’s Post

AI is the wakeup call CMO's need to embrace technology. It offers the potential to elevate marketing and the CMO to cement the influence of marketing at the board table. It also has the potential to rob the CMO and Marketing of that influence if not embraced nor understood.. Read my latest POV on why AI will determine whether the CMO or the CTO/CIO leads the strategic marketing agenda..

Why Last Touch Attribution Can Be Misleading: 🧐 A year of so ago we participated in a month-long test comparing the performance of two DSPs TTD & DV360 alongside a retargeting partner Criteo for a large electronics retailer. This experience highlighted some key issues with relying solely on last touch attribution for performance measurement. Test Setup:⚙️ - Duration: 1 month - Participants: Our DSP (The Trade Desk), a competitor DSP (DV360), and Criteo (retargeting) - Structure: Each DSP ran for 2 weeks, with Criteo running continuously - Success Metric: Lowest CPA (cost per acquisition) as measured by googles objective ad server…. Key Observations:👀 1. When our DSP (The Trade Desk) ran: - Total site conversions increased significantly - Criteo was credited with a larger portion of conversions - Our CPA appeared higher due to attribution allocation 2. When the competitor's DSP (DV360) ran: - Total site conversions decreased - Conversions were split more evenly between DV360 and Criteo - CPA looked lower for dv360, despite fewer overall conversions The issue:❌ Based solely on CPA, it appeared that our performance was worse. However, during our run, the site experienced more total conversions and sales. This discrepancy reveals the limitations of last touch attribution as a sole performance indicator. Why This Matters:🔮 Our DSP likely drove more traffic to the site, allowing Criteo's retargeting to convert more visitors. However, Criteo received credit for these conversions, skewing the perception of our performance. Key Takeaways:🎬 1. Last touch attribution doesn't capture the full impact of upper-funnel activities 2. A higher attributed CPA doesn't necessarily indicate poorer performance 3. It's crucial to consider overall sales and revenue, not just attribution metrics Recommendation:👌 When evaluating performance, look beyond last touch attribution. Consider total conversions, overall revenue, and how different channels work together to drive sales. This holistic approach will give you a more accurate picture of each partner's true impact on your business.👏🙏👌

We’re all talking about 3rd party cookies again this week so I thought I’d weigh in with one additional opinion. Hopefully with a slightly different perspective on things. #adtech #privacy

Great 5 minute read on the benefits of using attention as a metric within Programmatic campaigns https://lnkd.in/eficYZHJ

AI and publishing is currently parasitic and it needs to be symbiotic - not just for publishers, but also the future of AI itself.