Ad server MediaMind is adding an attribution solutions platform from Encore Media Metrics into its platform, in a bid to reard all aspects of a customer conversion (rather than the last click before a purchase).
The platform aims to solve the “last-click” problem by allocating partial credit to each impression, click, site visit, and interaction that influence conversions.
This matters to advertisers as many agencies using the MediaMind platform to manage and serve digital campaigns can now add attribution analysis into their usual workflow – rather than adding these tools as a further additional layer of complexity.
The platform aims to deliver insights through attribution-based reports through the partnership.
Attribution solves the “last-click” problem by allocating partial credit to each impression, click and interaction that influence conversions. Through Encore’s statistically validated attribution model, marketers can see the true performance of each channel, vendor, placement and keyword.
Encore also measures the optimal frequency for converters while quantifying opportunities to expand reach and increase ad efficiency.
“Advertisers and their technology partners are challenged to optimize every dollar in a media buy,” said Gal Trifon, General Manager, MediaMind and Chief Digital Officer, DG. “Collaborating with Encore provides our customers another opportunity to maximize campaignperformance at a channel, vendor, placement and keyword level, as well as determine optimal frequency, engagement cycles, and KPIs for search, display, affiliate, email, social and other digital media.”
“With the fragmentation of digital media, advertisers and media agencies find it increasingly difficult to track how consumers respond to cross channel campaigns,” said Steve Latham, Founder and CEO, Encore Media Metrics. “By integrating the Encore solution with the MediaMind platform, advertisers will have easy access to advanced insights into their ongoing campaigns while saving time, money and energy.”
“We’re very pleased to see this integration of attribution and advanced analytics into the MediaMind ad platform,” said Darren Herman, Chief Digital Officer, The Media Kitchen. “To date, the biggest hurdle to full-funnel, cross-channel views is the level of effort required to deploy yet another point-solution across each campaign. The promise of an integrated solution that reduces the work required on our end is very exciting – and timely.”
http://www.mediamind.com
http://www.encoremetrics.com
http://www.themediakitchen.com
