Emily MacdonaldHead of Programmatic, International

Programmatic advertising is theautomated, technology-driven anddata-informed method of buying,

selling or fulfilling media.

What is Programmatic advertising?

We are no longer seeing mobile as a separate media channel,

it is now an integrated partof Programmatic.

Sources: IAB UK and eM

arketer

Mobile is driving display ad spend

Programmatic is delivering the most mobile ads

• The UK Programmatic display ad market will be worth £3.3 billion this year

• Equalling more than 75% of all UK digital display ad spending

Media owners benefiting the most from mobile ad spend

$35B $17.3B $3.6B

£4.5B

US 42.2%UK 40.7%

£4.4B £1.8B £174M

$27.1B

US 20.9%UK 16.4%%

US 4.3%UK 1.6%

US 32.6%UK 41.3%

A fragmented customer journey

The average consumer owns 7.2 Internet connected devices, but marketers can identify only 1 of them during web visits, Adobe Digital Index

Consumers hop between devices between online and offline multiple times before converting.

How can I measure attribution?

Email Search Display Search Affiliates

X X X XEmail Search Display Search Affiliates

Typically the industry default is a ‘last-action wins’ modelwhich doesn’t value other touchpoints in the journey

What we want is to understand the effect of all digital touchpointsin the customer journey towards conversion

The same applies for ‘first-click’

From single touch to multi-touch attribution (MTA)

TP1 TP2 TP3 𝑆𝑐𝑜𝑟𝑒& − 𝑆𝑐𝑜𝑟𝑒(&)

TP1 TP2 TP3 𝑆𝑐𝑜𝑟𝑒& − 𝑆𝑐𝑜𝑟𝑒(&*

TP1 TP2 TP3 𝑆𝑐𝑜𝑟𝑒& − 𝑆𝑐𝑜𝑟𝑒(&+

Model Training

Touchpoint Ranking

TP1 TP2 TP3 𝑆𝑐𝑜𝑟𝑒&

MTAAlgorithm

Machine learning and algorithmic attribution

• Organisations are lagging behind when it comes to more complex models

• Nearly half (48%) are still using last-click models

• A similar proportion use first-click, a far less intuitive form of attribution

• 23% are using Algorithmic

Source: The state of Marketing Attribution: Insights on meeting attribution challenges in the UK, France and Germany by AdRoll in association with E-Consultancy

Current state of attribution

Considerationsfor Attribution

1Understand your current approach

2Understand your data sources

3Have a persistent customer identifier

4Consolidate your data

5 Test and learn

Understand your current approach1Understand your data sources2

Have a persistent customer identifier

Build your connected data asset

3Consolidate your data4

Test and learn5

Thank you!