Category: Products

Managing COVID-19 Brand Safety in Display & Video 360



For more than half a decade, digital marketers have been concerned about their adverts appearing against content not aligned to their brand’s values. This fear is rational. Whether it is extremist content or fake news, being seen adjacent to the wrong content can erode brand equity that took years to build. The COVID-19 crisis has increased concerns amongst many marketers. Because of this, MightyHive has decided to open-source our guidance on brand safety for marketers.

In this post, we’re addressing users of the programmatic buying platform Google Display and Video 360 (DV360) and the Google Campaign Manager ad server.

Through a three-step process, you can set up your platforms to avoid high-risk websites and non-brand safe content that arise during crises like COVID-19. Crucially, we will tell you how to catch anything that might slip through the net—especially important if you’re still outsourcing buying.

Step 1: Positively Target Brand Safe Domains

Low-quality and fake news articles have the potential to misinform the public. Now —more than ever— it is important to support quality news. Advertisers can do the right thing by supporting journalism and protect their brand equity by actively avoiding content that seeks to divide or misinform internet users.

“Website and App Targeting” (whitelisting) allows programmatic buyers to do just this. By using this feature at a line-item level within DV360, buyers can positively target content that is considered to be brand safe such as email, professional news, e-commerce sites, and price comparison engines.

Historically, programmatic buyers have raised concerns about scale when adopting this approach. These concerns can be mitigated. We believe advertisers who continue to use domain blacklists (which exclude websites/apps that they know to be risky) should reconsider this approach, due to changes in the operating environment.

New high-risk sites appear every day, making it impossible to update targeting regularly enough to include every domain that may pose a risk to your brand. This means a buyer is much better off positively targeting sources they know to be high-quality and brand-safe and that do not share misleading or sensationalist news.

Step 2: Avoid Unsafe Content In Brand-Safe Domains

Domain whitelists help brands avoid the very worst content out there. However, even with brand-safe sites like news, there will be content that risk-averse advertisers will not want to appear against. This is especially true in times of crisis.

DV360 has three tools programmatic buyers can use to avoid unsafe content:

  • Sensitive Category Exclusions
  • Digital Content Labels
  • Keyword Exclusions

The first feature is “Sensitive Category Exclusions.” This feature allows an advertiser to exclude content that has the potential to be particularly risky to a brand. Of note given the circumstances is the ability to exclude ‘Tragedy’ and ‘Shocking’ content:

Beyond filtering out the riskiest content using this feature, MightyHive recommends buyers use the “Digital Content Labels” feature that is available within DV360. This is a free tool provided by Google, which can be implemented within campaigns at a line-item level. It classifies content along a range from ‘suitable for all general audiences’ up to ‘suitable for mature audiences only.’

There is also a category for content that hasn’t yet been labeled. It is critical to exclude content that hasn’t been labeled by Google for two reasons:

  1. When a site is new, Google does not have enough data to classify its content. It can take up to a month to classify a site. Whilst a site’s content may not be objectionable to most audiences, it might not be suitable given the increased stress, fear, and anxiety audiences are feeling. During extraordinary times, erring on the side of caution makes sense.
  2. Sometimes Google doesn’t know the exact domain in a bid request because a publisher “masks” a URL. In these cases, Google cannot create a Digital Content Label for the URL. The content might be fine, but advertisers are running the risk of serving ads alongside sensitive content.

The final lever programmatic buyers can use to help avoid non-brand safe content in brand safe domains is “Keyword Exclusions.” Keyword Exclusions can be seen as the last line of defense. It is a blunt tool which, if misused, can impact scale. However, adding keywords such as ‘coronavirus,’ ‘covid-19,’ ‘death,’ and ‘intensive care’ can protect risk-averse clients from appearing against such content.

Step 3: Block Content That Slips Through The Net

One of the key benefits of contract ownership is direct access to your buying platform. If you have taken this step, it is easy to check your brand safety settings are implemented correctly and protect yourself from a myriad of brand safety risks.

But what should an advertiser who has not taken control of their DSP contracts or who outsources some of their buying do to ensure they are protected?

The long-term answer is take more control. In the short term, you can request that the “Standard Content Classifiers” feature is implemented in your Campaign Manager Network.

Standard Content Classifier settings allow you to block risky content including Tragedy and Sensitive Social Issues across all buys (including those made outside DV360). There is no additional charge to implement this feature.

MightyHive recommends using Standard Content Classifiers instead of targeting a whitelist. If a marketer chooses to use a whitelist and implement Standard Content Classifiers, the whitelist will prevail, leading to ads served on a whitelisted domain even if it contains content classified as Tragedy, Sensitive Social Issue, etc.

It is critical to remember that if you implement brand safety measures solely in your ad server, a blank ad will be served against content deemed risky by Google’s classification engine and you will still be charged for the space. Make sure your settings in your ad server and your buying platform are aligned to prevent serving blank ads.

In Conclusion

What is and isn’t considered brand-safe will vary from brand to brand. We hope these measures provide you with some clear and tangible ways to address brand safety. MightyHive clients can reach out to their account teams for more guidance on how to implement these tactics within your campaigns. If you’re not already a MightyHive client, contact us and we’d love to talk.

WEBINAR: How performance marketers are boosting results with CPM buying


Performance marketers may be reluctant to invest in CPM-based campaigns, but avoiding top-of-funnel strategies presents a risk. By building awareness earlier in the sales cycle, competitors will drive more customers toward their PPC marketing tactics. Big advertisers with a history of leaning heavily on performance marketing like Topshop, Booking Holdings, Adidas and Old Navy have all openly discussed their plans to decrease reliance on performance ads and establish a more balanced approach.

“One of the benefits of CPM-based buying is you can learn so much about who your users are, what their demographic data is, and what other things they are interested in.”

— Ellen Perfect, Senior Account Manager, MightyHive

To help performance marketers build successful CPM strategies, MightyHive and Hanapin Marketing teamed up for a webinar about using programmatic branding campaigns to drive customers down the funnel. This free webinar is a great primer for advertisers and teams looking to expand into CPM-based buying using a DSP—for example, expanding from Google Ads into Google Display & Video 360.

This webinar takes a close look at:

  • How performance marketers can better leverage the audience-building and reach expansion capabilities of programmatic and CPM-based buying
  • How successful programmatic advertisers define and measure KPIs
  • How to optimize performance and meet goals in programmatic and CPM-based campaigns

MightyHive Senior Account Manager Ellen Perfect shares her experience developing performance-driven CPM strategies. John Williams, Senior Account Manager at Hanapin, brings his expertise in cross-channel marketing to show how metrics work across multiple digital platforms.

John Williams
Account Manager,

Ellen Perfect
Account Manager,

Watch on demand now

Download the Slide Deck and Video that Explain Data Clean Rooms

Meet Your New Best Friend: the Data Clean Room

Recently I had the privilege of delivering a packed session at AdExchanger’s Programmatic I/O in New York. The session, titled “Meet Your New Best Friend: the Data Clean Room,” quickly brought marketers up to speed on:

  • What data clean rooms are
  • How they work
  • How they’ll help bridge the gap between user privacy and marketing insights

There was a lot of demand for the slides following the session! So we’ve packaged up the PowerPoint deck and the complete session video and made them available for download. Marketers, media buyers, and tech platforms are all looking for practical solutions to preserve measurement and insights in a privacy-first era. This deck offers an overview of data clean rooms that are available now (e.g., Ads Data Hub) as well as what might be coming next.


A few sample slides from “Meet Your New Best Friend: the Data Clean Room.”

Get up to speed on data clean rooms in under 30 minutes

Here’s a highlights reel of what the session covers in about 25 minutes and 44 slides:

  • How data clean rooms maintain privacy by being a “Switzerland” for data
  • An overview of Google’s Ads Data Hub, the best-documented data clean room
  • A look at Amazon’s purported clean room solution
  • Why Facebook’s data clean room should be called the “Keyser Söze of ad tech”
  • What strategic partnerships like Target + Disney might have to do with data clean rooms


MightyHive Adds Japan Certification for Google Cloud Platform

Read the press release in Japanese

TOKYO, Sept. 19, 2019 (GLOBE NEWSWIRE) — Leading media consultancy MightyHive today announced its Japan team has been certified as a Google Cloud Platform Partner for sales and service. As a Google Cloud Platform Partner, MightyHive empowers Japanese brands to activate their data more effectively and guides clients on strategic data management. The company was initially certified as a Google Cloud Platform Partner in 2018 and is proud to announce the addition of Google Cloud Platform capabilities for clients in Japan.

According to MightyHive’s market research report “The Data-Confident Marketer,” the average marketer believes they have tapped less than half the potential value of their first-party data. To reap the full benefits of data-driven marketing, brands must de-silo and unify enterprise data sets including ad platform and media data, customer relationship management (CRM) and customer loyalty, point of sale (POS), as well as site and app analytics.

As a certified Google Cloud Platform partner, MightyHive Japan helps advertisers employ the tools needed to overcome the challenges of unifying marketing, customer, and sales data, generating new and productive signals and insights from unified data sets, and activating those insights across marketing and customer-facing channels.

MightyHive is also a service provider for Google Marketing Platform, so its clients benefit from streamlined technology connections and service between the platforms. MightyHive has been certified in the Google Marketing Platform Partner program since 2012, helping to launch the program in the United States. Its investment in Google Cloud Platform demonstrates the evolving needs of marketing clients seeking to make better use of first-party data and adapting to data privacy considerations.

“As the programmatic industry continues to grow in Japan and marketers seek to take more control, we are proud to be able to offer local advertisers the advantages of our longstanding partnership with Google,” said Ryo Matsuzaki, Senior Director, MightyHive. “Through our certified partnership with Google Cloud Platform and service capability on Google Marketing Platform, we help brands address today’s challenges for harnessing the power of data as well as build roadmaps to remain at the forefront for years to come.”

To learn more about MightyHive Japan and its local Google Cloud Platform solutions, please contact

About MightyHive

MightyHive is a new breed of media consultancy that partners with global brands and agencies seeking transformative marketing results in a time of massive disruption and opportunity. Recognized as a global leader in advanced marketing and advertising technologies, MightyHive provides consulting and services in the areas of media operations and training, data strategy and analytics. The company is headquartered in San Francisco, with offices in Bangkok, Chicago, Hong Kong, Jakarta, London, Melbourne, Milan, Montreal, Mumbai, New York, Paris, São Paulo, Shanghai, Singapore, Stockholm, Sydney, Tokyo, Toronto, Vancouver. In 2018, MightyHive merged with S4Capital plc (SFOR.L), a new age/new era digital advertising and marketing services company established by Sir Martin Sorrell in 2018.

About S4Capital

S4Capital plc (SFOR.L) is a new age/new era digital advertising and marketing services company, established by Sir Martin Sorrell in May 2018.

Its strategy is to build a purely digital advertising and marketing services business for global, multinational, regional, local clients and millennial-driven influencer brands. This will be achieved initially by integrating leading businesses in three practice areas: first-party data, digital content, digital media planning and buying, along with an emphasis on “faster, better, cheaper” executions in an always-on consumer-led environment, with a unitary structure.

Digital is by far the fastest-growing segment of the advertising market. S4Capital estimates that in 2018 digital accounted for approximately 45% or $225 billion of total global advertising spend of $500 billion (excluding about $400 billion of trade support, the primary target of the Amazon advertising platform), and projects that by 2022 this share will grow to approximately 55%.

S4Capital combined with MediaMonks, the leading, AdAge A-listed creative digital content production company, led by Victor Knaap and Wesley ter Haar, in July 2018 and with MightyHive, the market-leading programmatic solutions provider for future thinking marketers and agencies, led by Peter Kim and Christopher S. Martin, in December 2018.

Victor, Wesley, Pete, Christopher and Peter Rademaker (formerly Chief Financial Officer of MediaMonks, now Chief Financial Officer of S4Capital), all joined the S4Capital Board as Directors. The S4Capital Board also includes Rupert Faure Walker, Paul Roy, Daniel Pinto, Sue Prevezer, Elizabeth Buchanan and Scott Spirit.

The company has a market capitalization of approximately £500 million ($600 million) and over 1,500 people in 22 countries, across the Americas, Europe, the Middle-East and Africa and Asia-Pacific.

Sir Martin was CEO of WPP for 33 years, building it from a £1 million “shell” company in 1985 into the world’s largest advertising and marketing services company with a market capitalisation of over £16 billion on the day he left. Today its market capitalisation is £12 billion. Prior to that he was Group Financial Director of Saatchi & Saatchi Company plc for nine years.

Lacy Talton
Blast PR for MightyHive

Amazon DSP: Quietly Taking Programmatic By Storm


Amazon’s appeal to advertisers is a no-brainer. Over 75% of consumers say they shop on Amazon most of the time. Just by visiting, a site dedicated solely to shopping, a consumer has expressed purchase intent.

Amazon is Paradise for Shoppers and Advertisers Alike

Amazon DSP, now wrapped under the “Amazon Advertising” brand, is a powerful tool for marketers, providing access to Amazon’s robust first-party data. Amazon DSP unlocks Amazon’s highly coveted Owned and Operated inventory that, when coupled with exclusive intent behavior segments and an impressive attribution feature, positions it as a key component of any programmatic strategy.

Amazon DSP: Modest Powerhouse

Amazon describes its DSP as a “demand-side platform that enables advertisers to programmatically buy display and video ads.” While that’s a high-level idea of the platform’s capabilities, it doesn’t convey the full power of the tools it offers to advertisers. Amazon DSP allows advertisers to spread their spend and creative across varying formats and inventory sources, making it the preferred DSP for a staggering 41% of marketers, according to a survey conducted by Advertiser Perceptions. Let’s look at what makes Amazon DSP unique within a highly competitive programmatic marketplace:

Exclusive Audience Access

As audience lists are limited to Amazon’s owned DSP, targeting capabilities are the platform’s largest distinguishing benefit. Due to the sheer volume of sales occurring on Amazon among a vast customer base, access to Amazon shoppers provides advertisers with granular, high-intent segments most likely to become purchasers. To highlight the specificity of potential audiences, let’s take a look at some examples. Our personal favorites are “Green Baby,” “Hot Tubs,” and  “Tom Hanks Fans”:amazon dsp audience segmentation

In addition to utilizing Amazon audience segments, advertisers have the ability to upload their first-party data through approved vendors. A recent product feature allows lookalike audiences to be broken into even smaller segments based on most similar vs. most scale.

lookalike audiences 1

lookalike audiences 2

Unique, High-Quality Inventory

Amazon DSP allows advertisers to buy across all of the major exchanges. However, Amazon DSP has set itself apart with its robust connected TV offerings (hello, Alexa devices and Fire Sticks!), along with Owned and Operated (O&O) properties and Amazon Publisher Services. This allows for better Amazon user recognition through high-visibility impressions:

  • Connected TV Offerings: Using unskippable full-screen ads and hyper-granular audience targeting, Amazon has given advertisers the powerful one-two combo of relevant ads and a rapt audience. Additionally, due to Amazon’s emphasis on streaming devices and Prime video content, we can reliably expect inventory and viewer base to grow.
  • Amazon Publisher Services: A rapidly expanding subset of publishing available within the platform aimed to place advertisers higher in the waterfall and provide direct deals with high quality publishers. We encourage you to check out this site to stay up to date on the current offerings of APS.
  • Amazon Owned and Operated Properties: In another power move, Amazon App and Web inventory is only accessible via Amazon DSP. While we’ve seen that these placements tend to have lower viewability due to the nature of product page layouts, advertisers can benefit from pixel-based retargeting, product remarketing, and brand halo remarketing — all powerful opportunities to build brand awareness and move potential customers down the funnel.

The Best is Yet to Come

As Amazon DSP expands, advertisers can expect exciting optimizations and increased capabilities from the platform. In addition to its rapid accumulation of first-party data, growing by the day as shoppers shop, Amazon’s international growth will also unlock new opportunities to reach consumers who are most likely to convert with the right message at the right time.

How Salesforce Journey Builder is Set to Power the Next Generation of Programmatic Advertising


Salesforce and Google, the tech giants joining forces to solve the traditional gap between offline and online customer journeys could have an unexpected impact on the digital advertising industry.

Uniting the Online and Offline Customer Experience

First announced at the end of 2017, the Salesforce and Google global partnership has come to fruition with an enhanced integration between Google Marketing Platform and standard connectors for Google Analytics 360. One of its greatest benefits is making online behavior and insight data available across Salesforce Sales Cloud and Marketing Cloud, enriching traditional CRM customer data (offline) with live (online) metrics.

Simultaneously, Salesforce has been advancing Journey Builder, the customer engagement tool that is central to its Marketing Cloud package. The result is a powerful, robust tool capable of delivering responsive and highly personalized data-driven automated campaigns.

Composing a Symphony of Data

Think of Journey Builder as an orchestra conductor making sure the musical ensemble is playing perfectly and following the partition. Previously, the conductor was only hearing from one ear (offline data) and adding Google Analytics 360 to the mix let the conductor hear with both ears (online). While performing well before, suddenly the musical ensemble is able to play a much larger repertoire.

In this sense, the integration between Google Analytics 360 and Salesforce gives marketers a more complete view of their customer data, with Journey Builder enabling a path for improved engagement. 

As Google and Salesforce describe it, it’s a match made in marketing heaven. This match has also created additional benefits for marketers looking to upgrade their technology but wanting to balance their needs against those of their organization. This results in alignment between the goals of the CMO and CIO. The CMO benefits from a powerful actionable tool mapped on the entire B2C customer journey and provides the CIO a cost-efficient alternative to custom integration and implementation.

Salesforce and Google Marketing Platform Today

Marketers today have the ability to view Google Analytics data within Marketing Cloud, associating those site usage goals and e-commerce data points to email metrics.

In the latest release, Marketing Cloud includes improvements to its Google Analytics 360 connector allowing marketers to capture online behavior by linking to Google Analytics 360 audience activation. Using unique IDs shared between the two solutions, it allows marketers “to build audiences based on Google Analytics data for web and mobile app activity, email engagement, and offline behavior.”

Capturing online customer behavior and activities allows marketers to trigger automated, personalized journeys through the Marketing Cloud engagement channels via Journey Builder.

Salesforce Journey Builder Engagement Channels Through Marketing Cloud and Google Marketing Platform

While the latest release is packed with new features, it’s hard not to see the exciting future ahead of us as the product roadmap is expected to include deeper links with the Google Marketing Platform stack including Google Optimize 360, Surveys 360, and Data Studio.

Looking Forward: The Impact on Programmatic Advertising

Journey Builder always seems to have been destined to enter the digital advertising arena. With the goal of fulfilling a marketer’s dream of enabling 1:1 marketing, Journey Builder is set to become a valuable tool for helping advertisers streamline and personalize their campaigns in real-time for a better customer experience using online data collected from Google Marketing Platform.

Different People Receiving Personalized Journeys on their Devices

Allowing Journey Builder to connect with the other platforms in the Google Marketing Platform stack such as Campaign Manager or Display & Video 360 would open the gates for even smarter and more efficient programmatic ad buying.

The integrated ecosystem will ultimately encourage and help facilitate brands who are thinking of bringing their digital advertising in-house. With the hyper-targeted audiences activated via Marketing Cloud, marketers will also be able to drive overall acquisition costs down, making the business case for in-housing their digital advertising more compelling.

MightyHive is a leading partner for brands looking to integrate Google Marketing Platform and Salesforce. With a focus on uniting media and analytics, we help our clients own their analytics and insights to inform a data-driven campaign strategy.

To learn more about how MightyHive can help you activate a unified data and media strategy with Google Marketing Platform and Salesforce, please contact us.

Getting Started with Google Analytics 360 Attribution


Aligning marketing spend with business objectives is a top priority for marketers. Now is the time for organizations to identify analytics solutions that provide a single view of the customer’s journey, allowing more informed predictive modeling and data-driven audience segmentation.

This post will evaluate Google Analytics 360 (GA 360) attribution capabilities and identify different ways organizations can select the attribution models that align most closely with their KPIs and customers’ journeys.

What Events is Google Analytics 360 Attribution Measuring?

Google has the largest deterministic cross-device graph which allows marketers to anonymously observe conversions from signed-in users. If a user is logged into Gmail and interacts with an ad served by Google, marketers can measure that user across multiple devices (e.g., desktop, mobile) along their path to conversion. Users are also verified across marketing touchpoints if they are logged into YouTube, Google Maps, or any other Google-owned product.

Google Analytics 360 Attribution Feature Comparison

It might be tempting to compare only the attribution modeling features of Google Analytics Standard and Google Analytics 360, but sophisticated attribution modeling relies on a comprehensive set of technology and data sources. With access to fresher and more granular data, and integrations into Google Marketing Platform, Google Cloud BigQuery, and Salesforce, GA 360 gives marketers a powerful set of tools for building attribution insights.

Attribution modeling
Data-driven attribution
Display & Video 360 integration
Search Ads 360 integration
Salesforce integration
Unsampled reporting
BigQuery integration

How to Start Using Google Analytics 360 Attribution

To provide an overview of GA 360 attribution features, we’ll cover how to get started in three key areas:

  1. Grouping your digital channels
  2. Comparing attribution models
  3. Using data-driven attribution

Grouping Your Digital Channels

By default, GA 360 creates a Default Channel Grouping, which could include traffic from direct sources, organic/paid search, social, email, affiliates, referral, display, and other advertising channels, but there are a few limitations and caveats to note about custom channel groupings. By manually tagging URLs with UTM parameters, marketers can create custom groupings, but not all channels will query cost data as a dimension, including paid social sites like Facebook.

Importing cost data from non-Google campaigns (e.g., email and social), combined with conversion and e-commerce data, allows marketers to determine ROAS (Return on Ad Spend) for each activity. Marketers also have the option of classifying paid search queries as Brand vs Generic to analyze performance metrics separately as the investment across each activity could differ significantly.

Comparing Attribution Models

Once each channel has been tagged and added to its default or custom grouping, marketers can leverage the Model Comparison Tool to analyze site visitors based on specific conversion goals. GA 360 is equipped with seven default attribution models, each with a particular set of rules for determining how credit for sales and conversions is assigned to touchpoints along with conversion path.

87% of paid advertising and marketing teams leverage the same integrated technology stacks, underscoring the importance of unifying data to assess real-time customer engagement. In turn, this will allow marketers to determine whether investment in each tagged channel drives measurable business impact based on their marketing mix.

Google Analytics 360 Model Comparison Tool

Using Data-Driven Attribution

GA 360 also includes a custom Data-Driven Attribution model. This additional model not only analyzes path data to develop custom conversion models, but also algorithmically assigns partial credit to marketing touchpoints based on the Shapley Value. This cooperative game theory is an approach to fairly distribute the output of a team among the constituent of team members. For example, Paid Search preceding Email is modeled separately from Email preceding Paid Search.

How Data-Driven Attribution Uses the Shapley Value

Attribution modeling Shapley Value example

In order to use Data-Driven Attribution, marketers must meet the following conversion thresholds for the previous 28 days:

  • 400 conversions per conversion type, with a path length of 2+ interactions (i.e., 400 conversions for a specific goal or transaction, not a sum of 400 overall conversion types); AND
  • 10,000 paths in the selected reporting view (roughly equivalent to 10,000 users, although a single user may generate multiple paths)

Find the full GA 360 data-driven attribution requirements here.

The Model Explorer Tool

After the model has been created, marketers can leverage the Model Explorer tool to discover the weights assigned to specific channels and their position along the user’s path to conversion. Data-Driven Attribution will incorporate a maximum of four interactions, clicks, and direct traffic, within a 90-day look-back window of a conversion. According to Google, the last four interactions comprise more than 85% of conversions, which is why the Multi-Channel Funnels Path Length report allows marketers to review the entire path length, along with the option to create custom funnels.

Within the Model Explorer tool some channels, like Direct, may not occur and are represented with a dashed (-) line and white color label, as shown below.

Google Analytics 360 model explorer

GA 360 Attribution is Just One Part of a “Complete Breakfast”

Across each stage of the customer journey, whether it be brand-building, lead generation, or even customer advocacy, marketers must determine which channels drive measurable impact. Increases in mobile web traffic challenge marketers to invest in new video formats as cable cutters rejoice the rise of apps like Netflix. Teams must also consider the growing impact of trends like IoT on traditional formats like billboards and television, which still lead in brand building because of scale. Some may argue that social marketing deserves consideration throughout the customer journey while others may find success with email marketing for direct engagement.

At MightyHive, we understand that analytics is the backbone of a unified customer journey. Our solutions team helps marketers unlock the power of Google Analytics 360 and the rest of the Google Marketing Platform stack to bring marketing channels, customer data, and insights together into a single view of the customer.

Contact us to get started.

MightyHive EMEA is now certified for Google Tag Manager


As part of our steady progress toward full-stack, certified support for Google Marketing Platform in the EMEA region (and globally), MightyHive was recently able to complete its EMEA certification for Google Tag Manager and Google Tag Manager 360 (the enterprise version of Google Tag Manager).

Local expertise, global coverage

In addition to enhancing our ability to serve EMEA clients, we’re also following through on our longer-term commitment to provide clients with a single partner they can work with globally. MightyHive currently holds Google Tag Manager certifications for EMEA and North America, with APAC not far behind.

Our tag management expertise not only spans multiple global regions, it also spans multiple internal MightyHive client service teams such as Analytics, Solutions Engineering, and Data Science. We’re committed to having local experts in Google Tag Manager who can consult on tagging best practices and also build custom solutions that are either implemented by MightyHive or the client.

GDPR and tag management

With the increased focus on the General Data Protection Regulation (GDPR), MightyHive has seen an increase of service requests coming from our clients across multiple markets. In an effort to remain compliant, brands are striving for consistent governance across all participating countries, as opposed to the historic country-by-country data protection rules.

Within Google Tag Manager and other tag management solutions, configuration considerations exist to mitigate any PII (Personally Identifiable Information) exposure to the web browser and to ensure a brand is GDPR-compliant. MightyHive provides best practices and advice to ensure brands are fulfilling their commitment to exclude or anonymize sensitive data. When working with clients, MightyHive discusses the best practices in detail with the client ahead of deployment and we consult on an individual basis.

Other tag management use-cases we help with

Helping our EMEA and global clients manage GDPR compliance isn’t all we do! The majority of use-cases across EMEA involve the setting up and optimisation of website or campaign dimension or metric data. This includes:

  • Google Analytics 360 custom dimensions
  • Custom variables (Display & Video 360, Campaign Manager, and Search Ads 360)
  • User-ID tracking
  • Cookie management
  • Third-party tool implementors
  • Custom Javascript variables to manage bespoke event tracking, single page application behaviour, and/or on-page element visibility

MightyHive also has the ability and expertise to support clients across a full range of tag management and web analytics solutions, including:

Let’s work together!

The MightyHive EMEA team has invested in our Google Tag Manager certification for you, our clients. If you have questions on tag management, GDPR compliance, web analytics, or full-stack programmatic support, reach out to us at

Amazon Attribution Now Lets Brands Connect Media to Purchases


Amazon = Shopping

Since its launch over 20 years ago, retail kingpin has become central to a tectonic shift in how the world shops—it’s also a household name and recently became the world’s second trillion-dollar company. Thanks to the proliferation of Amazon as a platform for shopping, research, and content, it has accumulated a vast amount of data covering every stage of the path to purchase.

emarketer amazon retail ecommerce sales

However, Media Attribution on Amazon Has Been Elusive

Many retailers and consumer brands sell across a variety of channels including owned sites, Amazon, Walmart,, Target, big box chains, and others, with an estimated 5% of final US retail purchases made through Amazon. Despite Amazon’s wealth of consumer intent and purchase data, it has historically been challenging for advertisers to determine how their media contributed towards browsing and ultimately purchase activity on

… Until Now

Enter Amazon Attribution. This new solution, currently in beta, offers marketers a view into how media campaigns contribute to sales on Amazon. This visibility into campaign effectiveness is a key piece of the puzzle, helping marketers understand the impact of their media dollars and supporting the advertiser’s sales goals at large.

A Look at How Real Shoppers Shop (Hint: It’s Complicated)

Let’s explore a real-world example of a consumer’s ever-increasing number of touchpoints and destinations along a path to purchase. Meet our shopper, Mitchell, who frequently visits to get the latest highlights and updates for his hometown heroes: the Lakers. While on, Mitchell sees a display banner for a sweet Nike-brand jersey for the Lakers. Reminded of his Lakers tickets for next week, Mitchell searches for the same Nike jersey on Google. He clicks on the first paid search result, which leads him directly to the product listing on the Nike website.

Now that Mitchell has a baseline for price comparison, he shops around on two or three sporting goods sites before typing directly into his browser. On Amazon, he locates the product (sold by Nike) and reads dozens of customer reviews on the product detail page. He ultimately makes his purchase on Mitchell receives his authentic Nike jersey in time for the game (thanks, Amazon Prime!), and the Lakers pull off a buzzer beater to secure the victory.

media attribution on amazon

Measurement Blind Spots for Retailers

Let’s examine this specific scenario from Nike’s perspective. Up until Mitchell left Nike’s site in favor of Amazon, Nike could capture Mitchell’s onsite activity and attribute the product page visit to their display and search media. However, once on, Mitchell’s activity becomes invisible to Nike and is not attributable to Nike’s paid media efforts. Within Nike’s attribution systems, Mitchell would be considered a non-converter since the final purchase wasn’t recorded on the owned site. The attribution picture would remain incomplete and inaccurate.

Amazon Attribution Closes the Loop

Amazon Attribution gives advertisers the conversion metrics, including Amazon detail page views, purchase rate, and sales, that provide a comprehensive view into how search and display contribute to shopping activity on Amazon. This more complete picture allows advertisers to measure, optimize, and plan their strategies with actionable insights and learnings.

To find out more, reach out to

MightyHive Now Dual-certified Across Google Marketing Platform and Google Cloud

Expanded capabilities for tomorrow’s marketing challenges

MightyHive recently became certified as a Google Cloud Platform Partner. This certification marks an exciting new chapter in our evolution as a company and allows us to bring powerful new solutions to brands.

MightyHive has been a Google Marketing Platform Partner since 2012. The advertising industry and the needs of marketers have changed considerably since then. As the scope of programmatic advertising has evolved from siloed point solutions to unified marketing & advertising stacks to enterprise systems integrations, MightyHive has evolved as well.

Our recent certification as a Google Cloud Platform Partner allows us to provide a range of services and solutions that encompass the full breadth of technology and data that today’s advertisers must bring together in order to succeed.

The enterprise ad stack, past, present, and future

PAST: Point solutions with cumbersome integrations into limited first-party data sets

PRESENT: Enterprise-grade integrated ad stacks with seamless integrations into some first-party data sets

FUTURE: Enterprise data and ad stack learn from and inform one another via always-on Cloud integrations and analytics

Cloud-based solutions are becoming critical to marketer success

MightyHive has seen brands amass digital advertising data in two key areas: within their own first-party systems (e.g., CRM, site analytics, offline data) and within digital advertising platforms (e.g., Google Marketing Platform, Facebook). There are dramatic advantages that can be unlocked when these terabyte-scale data sets can inform and learn from one another.

A few out-of-the-box integrations already exist between data, analytics, and media activation, such as those between Google Analytics 360 and Display & Video 360, Google Marketing Platform and BigQuery, or between Google Analytics 360 and Salesforce. However, even these powerful platform integrations don’t fully address the needs of advanced marketers. Every brand has unique data sets, unique insights, and unique KPIs—all key ingredients of competitive differentiation and successful advertising.

Given this environment of complexity and often staggering scale, Google Cloud Platform plays a dual role:

  • First, as a powerful piece of “workhorse” infrastructure that can bridge the gap between brands’ technology and data sets residing both within and outside the enterprise.
  • Second, as a flexible toolset for developing bespoke solutions and models that truly unlock the wealth of insights many brands have amassed about their customers and their campaigns.

Google Cloud Platform provides infrastructure and computational power to allow Brand Data and Advertising Platform Data to inform and learn from one another.

Maintaining brand control

Developing solutions using Google Cloud Platform also confers a key strategic benefit to brands: a brand’s Cloud environment is one over which they have total control. Cloud-based solutions are the exact opposite of “black boxes” that offer little or no insight in return for devouring brand data. Brands have complete transparency into the sources, uses, and targets of data in a secure environment customized to meet data governance requirements.

Key marketer use cases

MightyHive has identified four key use-cases where marketers have a need to both solve for today’s challenges and build critical infrastructure to be competitive in the coming years. And we expect to learn a great deal more from our clients as we partner with them on transformative projects using Google Cloud Platform.

Attribution Modeling
For marketers needing to enhance or exceed the capabilities of out-of-the box attribution tools, custom attribution models bring together event-level advertising touchpoint data and give marketers a better understanding of what’s driving performance across devices, channels, and platforms.
Audience Segmentation
With Cloud-based solutions able to bring all relevant customer data (from CRM systems, site-side analytics, and advertising touchpoints) together, MightyHive can help marketers identify high-value audience segments for activation across digital ad and CRM campaigns.
Media Mix Modeling
Google Cloud infrastructure and vast computational power can aggregate, normalize, and perform complex statistical analyses on historical advertising, site analytics, CRM, and sales data sets in order to develop Media Mix Models. Marketers can use these Models to optimize budget allocation or extrapolate trends and effects for future planning.
Data-driven Personalization
By analyzing how data sets such as customer/visitor profiles, A/B and multivariate test results, and site analytics combine to influence business outcomes (e.g., conversions, ROAS), MightyHive can help marketers personalize site content and UX to optimize toward stronger outcomes.

Unlocking strategic data sources

While each advertiser has its own unique data “footprint,” the types of data that marketers need to unify, analyze, and activate generally fall into five categories:

Site-side analytics
Site-side analytics represent some of most detailed, most reliable data available to marketers, with the unique benefit that actions and outcomes can often be definitively tied back to customers or users. When raw site-site analytics data can be brought into a Cloud environment and combined with and analyzed alongside other data sets, MightyHive can help marketers uncover fresh insights.
First-party, CRM, and offline data
Brands have amassed vast sets of proprietary data that can be used to both inform digital advertising and measure its performance. Data sources include CRM systems, sales, offline conversions and touchpoints, customer rewards and loyalty, and call centers.
Log- and event-level ad data
Log- and event-level data would primarily come from ad servers in the form of log files, but could conceivably come from any marketing system that tracks discrete events (e.g., ad exposures, clicks) in a raw, structured format that is available for download or export.
Cost & flight data
This would include marketing campaign data not natively available within digital ad platforms. Cost & flight data might cover campaigns run by agencies and partners, or spend from TV, print, and radio.
Cross-platform and cross-channel data
The flexibility and open architecture of Cloud-based analytics allows for the integration of data from across channels and platforms including the Google Marketing Platform, Facebook, Twitter, LinkedIn, and more.

Contact us to learn more

Google Cloud Platform is a new and vital tool for solving the challenges of the world’s most advanced marketers and advertisers. If your brand wants to unify data & technology and build powerful, fresh marketing insights, please contact us and we can start a conversation.