Category: Thought Leadership

Amazon Attribution Now Lets Brands Connect Media to Amazon.com Purchases

 

Amazon = Shopping

Since its launch over 20 years ago, retail kingpin Amazon.com 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, Jet.com, 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 Amazon.com.

… 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 ESPN.com to get the latest highlights and updates for his hometown heroes: the Lakers. While on ESPN.com, 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 Amazon.com 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 Amazon.com. 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 Amazon.com, 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 questions@mightyhive.com

MediaPost: Brand Data Becoming Pivotal To Digital Advertising

MightyHive Director of Marketing, Myles Younger, outlines why brand data will become a marketer’s greatest asset, alongside the right technology to gain a strategic advantage in your digital advertising strategy. This shift will require a symbiotic relationship between brand data and an integrated technology stack that allows for the free flow of data across products and channels. As Myles explains:

“Brands must take stock of where their proprietary expertise, data, or systems duplicate what a technology platform or a partner can deliver more efficiently and cost-effectively; and conversely what is intrinsic and unique to the brand and is therefore a genuine source of competitive value and differentiation.”

With technology consolidation and the ability to better nurture data activation, brands must begin working to fully own their proprietary data now as a competitive differentiator.

Read the full article on MediaPost.

 

 

 

AdExchanger: What Will Ad Tech Consolidation Look Like?

MightyHive CEO, Pete Kim, spoke to AdExchanger about what he thinks ad tech consolidation will look like. Pete outlines four pillars for companies who will be successful in a consolidated tech ecosystem:

  1. A full stack
  2. An identity graph
  3. An enterprise software sales force
  4. A services ecosystem

Pete argues that assembling these four central pieces will help marketers and agencies take better control of their advertising and data, leading to a streamlined, matured ad tech market.

“The future of the industry could end up being three to four platforms, surrounded by consultancies and agencies that know how to operate the platforms and create integrations with other elements of the marketer’s stack. In fact, this is an accurate description of more mature sections of the enterprise software market.”

Using these insights, Pete measures how the biggest players in the current market measure up against his four central tenants, based on the completeness of their identity graph.

ad_tech_consolidation

In Pete’s words,  “It’s time to get rid of the ad tech logo soup that requires a magnifying glass to read. The future is far clearer than that.”

Read the full article on AdExchanger.

Event: Programmatic I/O NYC

Join MightyHive at AdExchanger’s Programmatic I/O New York, the largest industry conference focused on programmatic media and marketing where MightyHive CEO, Pete Kim will be speaking on the Programmatic Essentials Buy-Side track and MightyHive President of the Americas, Emily Del Greco, will be speaking on the Spotlight: TV track. Be sure to add their sessions to your calendar! 

 

Pete Kim, CEO, MightyHive

WHERE DO YOU FALL ON THE SPECTRUM OF CONTROL?

Taking programmatic in-house can be a daunting prospect, but a little planning will make you look like a hero. Before jumping in, there’s a steep learning curve and some decisions to make – enter the spectrum of control. You will learn actionable strategies and insights that will ease the pain of in-house programmatic implementation.

October 15, 2018 | 2:00 PM EST | New York Midtown Hilton | New York, NY

Add to Calendar:  Google Calendar  |  iCal

 

programmatic_io_emily_del_greco

Emily Del Greco, President of the Americas, MightyHive

THE ADVANCED TV ECOSYSTEM MAP

What we now call “advanced TV” follows few of the rules associated with today’s ad tech. In fact, advanced TV has an ecosystem all its own, with unique technology, principles and market leadership. This session offers a new approach to visualizing this landscape, from rabbit ear antennas to addressable TV, and will break down the key components of the ecosystem relative to their relationship with the end viewer in the hopes of unlocking greater insight for both buyers and sellers.

Panelists:
Emily Del Greco, President of the Americas, MightyHive
Marc Brodherson, Partner, McKinsey & Company

October 15, 2018 | 3:40 PM EST | New York Midtown Hilton | New York, NY

Add to Calendar:  Google Calendar  |  iCal

 

MightyHive will also have a live exchange table, so be sure to stop by and meet the team. If you would like to schedule a meeting with the team, please submit a form request.

 

MarTech Advisor: Why Marketers Need to Pay Attention to the Cloud – But Not the One You Think

For most marketers, when they think of “the cloud” their minds immediately jump to a SaaS technology with a web-based user interface like the Salesforce Marketing Cloud. While this kind of cloud certainly has its place in your marketing strategy, MightyHive CMO, Leah Kim, argues that marketers should be turning their attention to the other type of cloud – one like Amazon Web Services (AWS) or Google Cloud Platform (GCP).

Using the cloud platform, enterprise marketers can harness the processing power of the cloud to digest high volumes of data for better insights and a full view of your customer. As Leah Kim puts it:

“With the growing ubiquity of cloud infrastructure in the enterprise, marketers can now capitalize on access to high-powered cloud processing and data storage and finally do something about the ‘big data’ vendors have been pitching marketers for almost a decade. After all this is the era of marketer control — time to seize all available resources!”

Read the full article on MarTech Advisor.

eMarketer: Ad Fraud Still Plagues Digital Media’s Supply Chain

Last month, we released the results of our test with Guardian US and Google on ads.txt compliance. Our goal was to test the efficiency of ads.txt against domain spoofing and ad fraud. The results were staggering – while 99% of display spend bought through a non-compliant DSP went to verified inventory, 72% of video inventory purchased without ads.txt verification went to fraudulent sources.

Guardian US was able to account for 100% of all spend purchased through verified sources, supporting ads.txt compliance as one solution that is successful at combatting ad fraud. eMarketer has recently released a report evaluating the state of the digital supply chain and what options are available to advertisers to ensure their spend goes to legitimate inventory sources.

Read the full article on eMarketer.

Event: Data Privacy & The Future of Advertising Expert Panel – Hosted By Metric Theory

MightyHive’s Myles Younger will be participating in Metric Theory’s expert panel “Data Privacy & the Future of Advertising.” Join Myles and a panel of data experts from LiveRamp, Tealium, Quantcast, IAS, and DataXu as they discuss GDPR, the aftermath of the Cambridge Analytica scandal, and how a renewed focus on data privacy could impact the advertising industry.

WHERE
Metric Theory HQ, San Francisco
311 California St, Floor 3
San Francisco, CA 94104 (map)

WHEN
Wednesday, August 22, 2018
5:00 PM – 8:00 PM PST

Register your attendance here.

Infographic: How Ads.txt Protects Marketers from Buying Counterfeit Ad Inventory

It’s an unfortunate fact that on the open exchange, unauthorized sellers are offering counterfeit ad inventory alongside authorized, genuine publisher inventory. However, marketers are not without recourse. To prevent their ad budgets being wasted on counterfeit ad inventory, marketers should ensure that their Demand Side Platform (DSP) partners are using Ads.txt to verify that inventory is genuine.

This infographic explains how Ads.txt can be used by DSPs to ensure that marketers’ budgets only get spent on genuine publisher inventory.

How Ads.txt Protects Marketers
(click to view full size)

We tested whether ads.txt matters by following the money back to the source. Here’s what we found.

“Given that ads.txt reduces counterfeit inventory, and given that buying without an ads.txt compliance filter pollutes ad buys —especially video ad buys— with unacceptable levels of counterfeit inventory, marketers should demand that their DSP partners do more to support ads.txt-compliant buying.”

Nich Seo
Platforms Lead, MightyHive

Testing ads.txt in partnership with Guardian US and Google

Today MightyHive is announcing the results of a test we ran in partnership with Guardian US and Google to determine the effect that ads.txt has on reducing the amount of DSP spend siphoned off by counterfeit inventory sources on the open exchange. Counterfeit inventory is a major problem that results in the misdirection or outright theft of billions of dollars in advertiser spend every year.

In summary, our test found that:

  • Counterfeit inventory diverted 1% of ad spend for display inventory, and an alarming 72% of video spend went to counterfeit inventory sources.
  • Limiting open exchange buys to ads.txt-compliant sources eliminated counterfeit inventory from ad buys; Guardian US was able to account for 100% of the budget spent via ads.txt-compliant buys.
  • Buying without respect to ads.txt compliance resulted campaign spend being siphoned off by non-Guardian authorized inventory sources.

How Ads.txt Protects Marketers
(click to view full size)

Tracing ad spend from the DSP back to Guardian US

MightyHive partnered with Guardian US and Google to jointly reconcile ad spend and we were able to trace the exact amount of ad spend lost when counterfeit inventory was allowed into the supply chain on the open exchange. This type of impression-by-impression reconciliation was highly illuminating, but requires careful setup and close partnership between media buyer and publisher.

MightyHive ran identical open auction ad buys on Guardian US via Google Display & Video 360 (formerly known as DoubleClick Bid Manager) and a second DSP. Display & Video 360 blocks unauthorized sources of inventory using ads.txt by default, whereas the second DSP lacked this capability and bid on inventory without respect to ads.txt compliance.

In addition, ad buys on each DSP were split between display and video inventory. This split revealed striking levels of counterfeit Guardian US inventory, and in particular video, with nearly three quarters of ad spend being intercepted by counterfeit sellers.

Test Results: Percent of spend going to legitimate sellers

DISPLAY VIDEO
Display & Video 360
(buying only ads.txt-compliant inventory)
100% 100%
Second DSP
(no ads.txt compliance filter)
99% 28%

In conclusion: ads.txt matters, and what marketers should do about it

This test between MightyHive, Guardian US, and Google demonstrated that when marketers buy programmatic media on the open exchange without respect to ads.txt compliance, their budgets run a serious risk of being misappropriated by sellers of counterfeit inventory.

Marketers can take four basic precautionary measures to mitigate this risk:

  1. Ask if your DSP is ads.txt compliant.
    If your DSP isn’t blocking unauthorized inventory sources by default, you may be wasting a significant amount of your media spend.
  2. Buy from publishers with ads.txt files.
    By posting a public ads.txt file, publishers are declaring the partners in the supply chain you can trust as representing their inventory. Without an ads.txt file, it’s difficult to ensure you’re buying valid inventory from the open exchange.
  3. Set up direct publisher deals.
    With ongoing innovation around setting up, managing, running, and optimizing direct deals programmatically within DSPs, this approach is well within reach as an alternative to buying media via open auction.
  4. Build relationships with your key publishers.
    Even in an age of increasing automation, marketers should develop relationships with key publishers. These relationships unlock benefits such as making analyses like MightyHive’s test with Guardian US possible.

If you have questions on how to ensure your media budgets are being spent on genuine inventory, please contact MightyHive.

MightyHive Named to CIOReview’s 20 Most Promising Google Solution Providers List

MightyHive_CIOReview_Header

MightyHive is excited to be named to CIOReview’s “20 Most Promising Google Solution Providers” 2018 List.

Having been Google’s largest DoubleClick Certified Marketing Partner (DCMP) and Google Analytics Certified Partner (GACP), MightyHive is looking forward to the next chapter of our relationship as the first global, full-stack partner for enterprise on Google’s Cloud Platform for marketers. With Google’s decision to combine media and analytics and into a single, unified solution there is now an urgent need for a single partner who can help clients build and own a transformative ad tech stack to support long-term strategic goals.

MightyHive’s team of talented programmatic experts and digital veterans are the true driving force behind the company’s success. This deep internal knowledge of digital advertising and Google products is what allows us to offer exceptional service and results for our clients as we support them on their programmatic journeys.

See the CIOReview’s List of the 20 Most Promising Google Solution Providers and read MightyHive CEO, Pete Kim’s thoughts on digital transformation.