Ad Execs Assume Large Shares Of Ad Fraud, Even If They Can’t Measure It

Less than half of ad execs say they currently have the ability to accurately measure digital ad fraud and/or non-human traffic, but almost all of them believe it is eating into significant shares of their ad budgets. On average, ad execs say 12.6% of their digital ad budgets are going to fraudulent forms of advertising, according to findings of a study conducted by Advertiser Perceptions earlier this year. Read More:

CMOs must dig deeper on attribution

Currently, only one in four marketers is confident they can quantify ROI, which certainly helps explain why 70% of CMOs expect to invest more in marketing analytics and attribution over the next year according to Nielsen. CMOs in search of a more sophisticated strategy might choose to design their own custom attribution model, ideally incorporating the machine learning element discussed above. Read More:

Predictive Analytics Drives Significant Uplift in Customer Lifetime Value For Some

Which technologies are actually helping to create an uplift in CLV? Despite it being a technology used by only a small percentage of companies, 94% using artificial intelligence say that it has created significant or some uplift to CLV. A study by The CMO Survey found that CMOs were using AI for personalization and predictive analytics in their marketing – and these tools are also impacting CLV. One-third of the companies surveyed for this recent report are seeing significant uplift from their use of predictive analytics, while another 59% say they have experienced some uplift. Machine learning is another technology not widely used by companies that has also proven rather effective for its users, with 30% of companies using machine learning seeing a significant uplift in CLV and two-thirds seeing some uplift. Read More:

What Would Make Digital Media and Linear TV More Effective for Marketers?

In the eyes of television advertisers, both linear TV advertising and digital media have room for improvement in order to make them more effective marketing vehicles. Two-fifths of respondents say that one of the top areas that would make digital media more effective is a more brand safe environment, compared to the mere 12% of respondents who felt the same about linear TV. Brand safety is an issue that digital media advertisers expressed deeper concerns about last year and have been taking actions to remedy. Read More:

Why are the walled gardens not held to the same measurement standard to justify increased spend?

DIGITAL BRAND-ADVERTISING MEASUREMENT NEEDS TO MATURE TO JUSTIFY INCREASING SPEND: Despite non-stop advancements in digital adtech stacks, the evolution of brand measurement hasn’t kept up; brand studies look the same as a decade ago. I’ve never spoken to a brand marketer who says better brand measurement would not pry more brand spend from their wallet, so these fixes could lead to billions more poured into the digital ecosystem. Read More: