adtech

Then there is the difficulty solving the crime itself, where the identity of the fraudster is often hidden due to all the players in the ad fraud ecosystem that are involved with each ad placement including media agencies, demand side platforms, exchanges, ad networks, and supply side platforms.
Attribution is one technology that can play a role in solving the problem of transparent and accountable measurement for brands working on multichannel campaigns. Traditional last click measurement takes into account only the final marketing channel the consumer interacted with before making a purchase.
As consumers, we're often guilty of holding retailers to ransom. We expect the same brand experience across every real world and digital touchpoint. We want information immediately, great experiences and the best possible service in the fastest, simplest and most convenient way for what we're doing at that time.
However, the reality is, we might all be talking about it, but when it comes to harnessing the power of data in the DOOH environment, good examples are still relatively light on the ground. Most campaigns remain one-dimensional, few have leveraged brand owned data or used different datasets to target different touch points during the customer journey.
Last week, I was lucky enough to be chaperoned by the Institute of Practitioners in Advertising (IPA) and the UK Trade & Investment (UKTI), around a variety of emerging tech companies in Silicon Valley. The IPA/UKTI interactive mission has been a real smorgasbord of tech inspirations and here are my views on the trends that will be coming to European shores shortly.
The web-using world needs a reality check. Consumers who enjoy virtually unlimited access to information, social connections and entertainment on their devices all day long are - for the most part - oblivious to the costs and complexities associated with the online ecosystem.