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    Interview
     | 
    NOV 20, 2018

    Catherine Williams, chief data scientist at Xandr, the newly formed advertising group from AT&T, spoke with eMarketer’s Ross Benes about how ad buyers are making sure they don’t overpay for impressions. What have ad buyers had to learn as more ad exchanges move to selling their inventory with first-price auctions?

    Catherine Williams
    Chief Data Scientist
    Xandr
    Interview
     | 
    OCT 20, 2018

    Many marketers view the success of their digital ad campaigns in terms of the number of impressions. When you're measuring the success of a campaign, are you going beyond impressions? Impressions are OK, but they're basic. The fundamental problem with them is that they're distant from what a marketer or business is actually looking for.

    Harry Harcus
    Managing Director, UK and Pan-Regional
    Xaxis
    Interview
     | 
    APR 3, 2018

    Advertisers already committed to the buy, but they wanted to try to optimize it and at least target a subset of their audience to drive more value from the most valuable impressions. For the rest of the impressions, they just looked to fulfill their awareness or reach goals. Now more PMP deals come through that are nonguaranteed or based off of audience guarantees instead.

    Tammy Le
    Head of Product Marketing, Adobe Advertising Cloud
    Adobe
    Interview
     | 
    DEC 14, 2018

    It all comes down to how you define an impression. For a buyer that’s on the programmatic side and not the traditional OOH side, we’re not used to the way OOH defines who sees an ad, and traditional OOH is not used to how digital defines who sees an ad. We define an impression as a one-to-one relationship. OOH does not define an impression as one-to-one. They have multipliers they apply.

    Amanda Martin
    Director of Enterprise Partnerships
    Goodway Group
    Interview
     | 
    SEP 7, 2018

    Some platforms look at the impression level while others group similar types of inventory. What is the benefit of this? It provides buyers with savings from paying the full first-price. It allows them to deliver their campaigns in full, so they’re sacrificing very little in terms of win rate. Doesn’t this hurt publishers since it reduces the price that their impressions get billed for?

    Adam Soroca
    Head of Global Buyer Team
    Rubicon Project
    Interview
     | 
    MAY 16, 2018

    We get the data weekly, so we have the data in the first week, but realistically, you need two weeks for there to be enough impressions in market. Because the purchase takes place offline, you then need at least a week, maybe two, for the behavior to occur. I don't purchase groceries every single day.

    Nishat Mehta
    President, Media Center of Excellence
    IRI
    Interview
     | 
    DEC 19, 2017

    Dobrolecki: It’s still a big challenge, but AI will help them be more accurate as they decide what ad impressions to buy. Marketers will end up buying less impressions, because the impressions will cost more but have a bigger payoff.

    Radoslaw Dobrolecki
    US Business Development Director
    RTB House
    Interview
     | 
    OCT 11, 2018

    They understand it’s more than just one impression. You have to move consumers down a funnel or communicate with them across certain barriers at several points. Programmatic still offers one of the best, most flexible mediums to do that.

    Eli Chapman
    Senior Vice President, Managing Director of Digital Media
    R/GA
    Interview
     | 
    AUG 6, 2018

    Today we're the sole participant, but as we've made this announcement, there has been a lot of interest from everyone from an SSP [supply-side platform] to a DSP [demand-side platform] to an ad exchange, who could then also write impression-level data.

    Brian Wong
    Co-Founder and CEO
    Kiip
    Interview
     | 
    FEB 13, 2018

    For each impression, we know the probability of who is most likely to buy this impression. Ever since The Guardian sued Rubicon Project for its undisclosed fees, vendors have been under real pressure to lower their fees. Have you had to change your fee structure? Yes, it’s going down every quarter because competition is tough. Commission-based pricing [rates in the ad industry] are going down.

    George Levin
    Co-Founder and CEO
    Getintent
    Interview
     | 
    JUN 11, 2018

    A client might say, "It was only 10 impressions on Alex Jones," but we care about those 10 impressions on Alex Jones. If that client doesn't want anything to run on Alex Jones, we make sure it's on a block list. Another problem is identifying the next Alex Jones. That's why we employ third-party scoring companies—the number of places your ads can run is incredible.

    Susan Schiekofer
    Chief Digital Investment Officer
    GroupM
    Interview
     | 
    AUG 31, 2018

    Publishers typically have to wait a few months before they get paid for the ad impressions they deliver to their users. Ted Dhanik, CEO and co-founder of ad tech firm engage:BDR, spoke to eMarketer’s Ross Benes about how publishers can use cryptocurrencies to get paid faster. How would a publisher benefit from using cryptocurrencies in its transactions with advertisers?

    Ted Dhanik
    CEO, Co-Founder
    engage:BDR
    Interview
     | 
    JUL 12, 2018

    We look at things like impressions on content, engagement rates, and who an influencer's audience is. For example, if a brand only sells in the US, and an influencer has a large portion of their audience overseas, that might not be the best person for that brand. What types of marketing campaigns does influencer marketing work best for?

    Kamiu Lee
    CEO
    Activate
    Interview
     | 
    AUG 17, 2018

    A vendor could submit impressions as gross and beat out those who submit as net through accounting as opposed to the reality of what the publisher is getting paid. It's such a nuance between gross and net that nobody would know what's going on. Why wouldn’t people be able to spot this in server-side bidding? Nobody can audit your auction.

    Eric Berry
    CEO, Co-Founder
    TripleLift
    Interview
     | 
    JUN 27, 2018

    AI can be used to find the market rate for that impression. Do you think the move to first-price auctions has affected ad rates? The initial effect of first-price auctions over the past six to nine months, as more people look into it, is that you've likely seen an increase in CPMs across the entire ecosystem. What we need to do on the buy side is find the market rate.

    Tim Sims
    Senior Vice President, Inventory Partnerships
    The Trade Desk
    Interview
     | 
    AUG 24, 2018

    And you need to equip the buy side of that transaction with the tools to make more dynamic decisions about whether they want that impression, that user, or not. Although the majority of TV advertising is not traded programmatically, we believe that over time, TV advertising is going to become more targeted and trade programmatically. That’s why we made it such a central component of our ad stack.

    Scott Rosenberg
    Senior Vice President, General Manager, Platform
    Roku
    Interview
     | 
    JUL 24, 2018

    It's so important to get that first engagement with a consumer right—to make a good first impression, so to speak. How does a brand make sure its first encounter with a consumer is not its last? In that moment, when somebody raises their hand and opts in to a loyalty program, you start to establish a level of trust with that customer.

    Guy Cierzan
    Executive Vice President and Managing Director
    ICF Olson
    Interview
     | 
    AUG 8, 2018

    And the other paramount factor is ensuring all impressions served are fully viewable. The next factor is: Is my ad placement here increasing the likelihood that a consumer will consider my brand or product vs. the competitive set? The more that you can prove this through, say, a brand lift study, the more you can quantify it down to the placement and down to the piece of content.

    Joseph Barbagallo
    Manager, Digital, Social and CRM
    Jaguar Land Rover North America
    Interview
     | 
    MAY 21, 2018

    Engagement, or outtakes, is how that impression might resonate with a particular target audience—it’s the interaction with that media, such as a click on an ad. And effectiveness is the behavior change or the purchase of products. Have you seen a change in clients’ desire to map some of these customer engagement metrics back to a larger objective or behavior change?

    Laurence Blanchard, Chris Chobanian
    Group Strategy Director, Senior Director, Digital Analytics
    360i, 360i
    Interview
     | 
    DEC 21, 2017

    Mobile app advertising is a fairly new sector of spending, and it’s starting to attract very sophisticated fraud that’s not just faking impressions, but gaming attribution models. If you do this kind of marketing, you’ll see an increase in your fraud exposure. eMarketer: What does this mean for mobile marketers?

    Michael Tiffany
    Co-Founder and President
    White Ops
    Interview
     | 
    SEP 11, 2018

    For branded stunt-like experiences, you would measure impressions and brand buzz. Those type of experiences aren’t measured by how many people used the actual experience, but by how many people viewed the video of people using that experience. We try to make sure that depending on which type of experience you do, we align the key performance indicators to that program.

    Ben Gaddis
    President
    T3
    Interview
     | 
    MAR 28, 2018

    I’m talking about applying a specific score to an impression opportunity. Right now, most companies are dealing with broad buckets of inventory. So they want to use hard constraints on a specific campaign. They want to target people in specific geographies or specific types of locations. That’s very different from an AI-driven approach.

    Nikos Acuna
    Chief Visionary
    Sizmek
    Interview
     | 
    SEP 17, 2018

    And it has rules on how intermediaries such as ad exchanges act on data and [send impressions] onto the next link in the chain. When will RTB 3.0 come out? September 24 is the end of the beta period and the public comments. We’ll be doing some cleanup after that with the comments we receive. Then we will be publishing [the spec] at some point during Q4. We want to get this out by the end of the year.

    Jim Butler
    Co-Chair
    IAB Tech Lab OpenRTB Working Group
    Interview
     | 
    MAY 17, 2018

    Engagement rate would be the total number of engagements—the total number of opens, forwards, clicks and "likes"—divided by the total number of impressions that your brand served during that same time period. Many brands factor these rates and ratios into their scorecards rather than volume counts.

    Jennifer Zeszut
    Co-Founder and Chief Customer Officer
    Beckon
    Interview
     | 
    OCT 2, 2018

    In a way, Snapchat makes up for lower interaction rates by putting a relatively low price tag on impressions, but I imagine that they will have to focus more on ad quality and relevancy so they can charge more and grow their revenue. However, there are already a lot of ads on Snapchat. Many advertisers cite the lack of targeting options on Snapchat as an area for improvement.

    Simon Lejeune
    Head, User Acquisition
    Hopper