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General Manager, Global Advertising and Brand Solutions, Match Group
As consumers embark on increasingly complex buying journeys that touch multiple channels, marketers continue to struggle with cross-channel attribution. But where do publishers fit in the attribution equation, and can they ease marketers’ pain? Peter Foster, general manager of global advertising and brand solutions at Match Group, spoke with eMarketer’s Maria Minsker about the role publishers play in cross-channel attribution and discussed the limitations of existing attribution models.
eMarketer: What are marketers’ biggest cross-channel attribution challenges?
Peter Foster: The main challenge from a marketer’s perspective is being able to manage user frequency, performance and conversion on all of the channels where they buy media. Many marketers are still struggling to connect activity between mobile web, desktop and apps, so it’s our job as a publisher with a great deal of insight into our audience to leverage technology that arms marketers with the data they need to make media decisions.
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
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