Author name: khazi@cubera.co

It’s no secret that the digital advertising industry continues to grow and burgeon, with 2.14 billion people now using the Internet. By using digital advertising, publishers and advertisers can comprehend the effects of their marketing campaigns and maximize the return on their advertising budgets while elevating their brand awareness at the same time. A cost per mille or cost per thousand is the amount an advertiser pays per thousand impressions of their ad displayed on a website. Since their inception, online marketers have traditionally used CPM to determine advertising costs and the price of web ads. To calculate CPM, we need to divide the total ad spend by the number of impressions, which should be multiplied by 1000. Ad Spend/Impressions *1000 Advertisers benefit from industry-standard CPMs since they can track ad impressions despite the availability of a multitude of data and metrics to measure total impressions, digital views, user engagement, and ad effectiveness. There is no better option for advertisers looking to increase their brand awareness and visibility than the CPM digital marketing campaign. A crucial factor for advertisers to pay attention to is the number of times their ad inventory is viewed on a specific website and how many times it is successfully displayed. New entrants to the market can benefit from running a CPM campaign across various websites, desktops, and mobile devices as it increases click-through rates (CTRs) and builds brand awareness. What is Good CPM? Now we will discuss briefly about good CPM. Advertisers can apply CPM pricing to their advertising campaigns by evaluating their previous campaigns, comparing them to industry standards, and assessing the impact of CPM on their return on investment (ROI). A lower CPM is not a good indicator for advertisers as it exhibits poor quality traffic. A high CPM doesn’t necessarily translate to higher earnings for publishers since some ad inventory may not get sold, even with a high CPM. Steps for optimizing the CPM Campaign As advertisers and publishers get used to CPM and its advantages, they can optimize CPM campaigns more effectively.  Here are the best tips for optimizing CPM campaigns Choosing an ad network – CPM strategies can be leveraged successfully through ad networks such as Google AdSense, Criteo, and SmartyAds. Knowing where to begin, or even when running advertisements on a CPM basis is the best option, can be overwhelming for small businesses that are new to display advertising. To evaluate ad inventory’s success per thousand impressions and optimize revenue streams, understanding what affects CPM rates and the seasonality of these variations is crucial for the publishers. Publishers must evaluate different factors to determine a reasonable CPM for their ad inventories. Get ready for seasonal variations – It is indispensable for publishers to check the seasonal variation in CPM rates which helps to benchmark the performance with the standards set and forecast the future. Past data must be verified, and publishers should keep an eye out for dips in CPM. For example, if a publisher owns a website for dating, then February will be a big month as the advertisers will flock around and increase their spending on Valentine’s Day. On similar lines, January may be a goldmine for publishers with finance websites or health fitness blogs, as customers will rush there to kickstart their new year fitness and wealth resolutions. Publishers must anticipate these swings, which helps them to be well prepared when a drop comes, allowing them to plan cash flows accordingly. The best way for publishers is not to make sudden changes during a downswing, and they can use the time to work for upcoming content to benefit when advertisers are buying big. Placing ad inventory on a Supply Side Platform – For high CPM, publishers can place their ad inventory on SSPs, which makes their ad inventory available to several advertisers. If publishers have a niche audience and robust website at their disposal, the chances of high competition for their ads will arise effortlessly. The next best alternative is to test and experiment with ad formats and ad placements to enhance ad viewability. The next best option is to focus on the fill rate, which is one of the easiest ways to show whether or not the ad request on the server has been successful. By increasing the fill rate of the ad placements, publishers can boost their earnings even with reduced cost per thousand figures. CPM a final thought CPM strategies require continuous testing and analysis to determine what is working. CPM campaigns must be successfully carried out to drive high traffic and maximize impressions.

It is now very much easier to buy and sell ads online than done in a conventional manner. Over time, online advertising has streamlined and optimized the process of buying and selling spaces. With the advent of Supply Side Platforms (SSP) and Demand Side Platforms (DSP), publishers can access an extensive reach of advertisers. Advertisers can benefit from lower prices and robust tools for tracking ad performance. The Demand Side Platform (DSP) is a programmatic advertising platform that enables advertisers and other media buying agencies to bid automatically on display, video, mobile, and search ad inventory from various publishers. By automating the decision-making process determining how much to bid for an ad in real-time, DSP makes the ad-buying process significantly faster, cheaper, and more efficient. DSP’s main unique selling point is that advertisers can target custom cohorts across several publishers, utilizing DSP’s targeting capabilities rather than buying ad spaces from publishers. A robust DSP makes it much easier to control and track all digital ads in one place. The importance of DSP DSP facilitates managing advertising across several real-bidding networks, thereby eliminating the need for advertisers to manually contact different publishers with advertising offers. By this, advertisers are relieved from the laborious task and can focus their time crafting efficient marketing campaigns. The working of Demand Side Platform Advertisers mainly use DSPs to replace manual ad buying through full-fledged real-time bidding platforms. Below is a summary of how DSPs operate. 1. The process starts with advertisers who upload the ads they plan to publish  after selecting their target audience 2. Ad exchanges and supply-side platforms (SSP) make publishers’ ad inventories available to DSPs. 3. SSP offers ad inventory to DSP through ad exchanges which bids on the impression based on relevance to the targeting criteria. 4.The advertiser then places real-time bids in competition with other advertisers for the ad impressions. 5. Finally, the DSP will buy the ad inventories, and the ad is shown on the publisher’s site. This whole process is undertaken in milliseconds The main components of DSP We can now discuss briefly about the main components of DSP. 1.Bidder– Bidder is the utmost major component of DSP as it places bids on ad servers on a real-time bidding process.  DSPs will be equipped with several bidders to ensure that they can receive and respond to bids from SSPs and ad exchanges located in the same data center within the required timeframe (under 200ms) 2. Ad Server– The ad server is another vital component of DSP as it tracks the conversion and impression data, facilitating ad campaign optimization. It is possible to detect false advertising inventory using fraud prevention features in an ad server. Some DSPs have their own ad servers, while others integrate with external ones. 3.Campaign Tracker and Reporting – This essential element of DSP effectively tracks and records the ad effectiveness, comprising various factors such as ad impressions, ad viewability, clicks, CTR conversions, ad spend etc. These parameters are presented on a reporting dashboard to optimize the ad campaign. 4.User Profiling – Whenever a viewer visits the DSP-served content, DSP records their information. As a result, it develops user profiles that allow them to categorize and attribute some traits and characteristics depending on what content they use, where they click on ads, and what content they consume. Marketing campaigns can be tailored and ads can be optimized more efficiently using this information. 5.Budget Manager – Essentially, this component is the banker of DSP, allowing the advertiser to specify the budget parameters for the campaign, such as determining the maximum budget for the campaign and the rules for spending it. 6.Integrations – In addition to integrating with ad exchanges and Supply Side Platforms (SSP) for ad space, DSPs also integrates with Data Management platforms, analytics platforms, and payment gateways to ensure effective risk management. 7.Ad Exchanges and SSP integration– A capable DSP can be connected to multiple ad exchanges and supply-side platforms, facilitating a comprehensive cross-channel reach from a single platform by consolidating and centralizing the ad-buying process. Now we can briefly discuss about the different kinds of DSP’s 1.Self Service DSP – Through efficient programmatic advertising methodology, advertisers can buy ad impressions effortlessly and economically through Self -Service DSPs. Advertisers mainly sign up for self-service DSP with a primary motive for ideating, executing, managing, and reporting marketing campaigns, effectively eliminating third parties. 2.Full-Service DSP – Integrated with an external team, a full-service DSP takes responsibility and controls the marketing campaign from start to end.  Although this is a convenient alternative to self-service DSPs for advertisers, it is more expensive and gives them less control and flexibility over campaign execution. Advantages of DSP to advertisers Here are some of the benefits advertisers and media buyers can reap by using DSPs to execute their campaigns efficiently Automation through Real time Bidding (RTB)- Within milliseconds of the user loading the page, the ad impression is analyzed, and the bid is placed based on budget, value, and target. This whole process is streamlined and automated effectively through RTB.  Broader range of publishers and ad inventory – In contrast to working directly with publishers, advertisers can reach a wide range of publishers through a DSP, getting access to a more diverse and global ad inventory. Often, ad inventory is categorized by different traits and characteristics, which helps brands choose carefully where to place their ads The user activity data that DSP collects is used to enhance targeting, improve ad rotation and provide remarketing capabilities.  A robust user-targeting functionality allows advertisers to reach the right users across all digital platforms they use. Advertisers appreciate having access to a centralized dashboard where they can gauge the performance of their marketing campaigns. With this valuable information, advertisers can optimize their campaigns to be pertinent and valuable to their target audience.

While programmatic advertising platforms have been witnessing their fair share of action these days, more creative and streamlined methodologies have popped on the radar as well. One of these new methodologies involves the positioning of ads in an organic manner that suits the narration and flow of a game, website, or application. Interstitial ads have become one of the fastest-growing ad techniques that involve the right positioning of an organic ad at the right time. Gamers are perhaps the best demographic that can give you an idea of how interstitial ads impact a user’s experience. Since 57% of game publishers feel the need to use interstitial ads, it is safe to say that the methodology here works for a big demographic. And that’s not all, other domains have also been using interstitial ads to get a better grasp on new audiences. So, what is an interstitial ad? What are its benefits? And how does one place an interstitial ad somewhere? Fret not for these questions shall be answered as we move through. What is an interstitial ad? Do you recall one of those ads that fill the entire screen and are often skippable after a few seconds? You’ll often find them on websites for various permissions, newsletter proposals, product placements, and much more. If you’re a gamer you’ll find them upon the completion of a level as well. Hypercasual games have become the perfect testbed for interstitial ads as they are for the most part, Free to Play. These days with the advent of programmatic advertising platforms and their growing complexities, publishers are developing new ways to tackle and woo a demographic of their choosing. Interstitial ads however have been performing quite well. The philosophy at work here restricts the inflow of additional information about any other brand or product. This eventually leads to the end user recognizing the ad’s presence because that’s the only thing visible on the screen at a given point of time. What are its benefits? Having interstitial ads on your mobile game, website, or any other platform can be beneficial. In this age of rapidly evolving digital advertising practices, interstitial ads are turning out to be highly profitable. The only catch here is the right know how, if you possess it or are in the process of learning it, the results can be very fruitful. Here’s a list of the key benefits that a publisher enjoys with the deployment of interstitial ads: They’re highly captivating At the end of the day, every publisher wants to garner as much attention to their ad spaces as possible. Having interstitial ads not only allows you to grab the attention of your audience but it also drives the focus to the actionable elements. If a big ad pops up on your screen with a timer, you’d still take a casual look unwillingly. And that’s just the worst-case scenario. In the event of an ad placed with the right elements, coupled with the generous mood of the user, chances are that the CTA would be accessed quite often. They’re highly customizable A lot of banner ads these days go for or at least root for a dynamic approach. In the case of interstitial ads though, there are a plethora of possibilities. They’re not restricted to one form or formula as they can be deployed anywhere. A good interstitial ad could be a video, an image, or even an interactive short-term gameplay session. A ton of hypercasual games possess ads for other titles from the same publisher that are very dynamic in nature. So at the end of the day, you don’t have to worry whether your formula is going to work or not as there are a ton of other options that can yield the same results. They drive crucial metrics in the right direction Speaking of crucial metrics, we can unanimously agree on the fact that a boosted CTR (Click Through Rate) is crucial for the success of your campaign. Similarly, a better eCPM (Effective Cost Per Mille) also benefits the publishing prowess that you possess. An interstitial ad not only helps you boost the CTR, but if handled the right way can also help you boost the eCPM figures and turn in a good profit. One notable example is the benefit that Android app publishers in the US get. The highest eCPM of $10.45 from interstitial ads has been achieved for Android apps in the US as of 2022. Where and when should you place an interstitial ad? As a publisher, you should take into account the right places and moments where your interstitial advertisement would work. Although the intricacies may vary from one company to another based on their business and marketing philosophy. But there are certain aspects that should be kept in mind while going ahead with an interstitial ad. The dynamic nature of the ad matters and so does its placement. The ad placement should appear natural and should also be a part of the linear sequence of events. Placing them in the middle of nowhere or simply bombing the user with a sudden ad while they’re in the middle of something breaks the flow and disturbs the user resulting in a bad conversion rate. While the ad’s existence is of paramount importance, so is the user’s ability to disengage when they feel like it. An exit button hidden somewhere is only going to annoy the user. Exit buttons are highly crucial for videogame interstitial ads as they’re often time-based. Their mismanagement is not only going to cost the user their time but can also result in the user uninstalling the app as well. Just like keyword stuffing is bad for your SEO score, stuffing too many interstitial ads is also detrimental as it consumes the user’s time and patience. The right number of ads should be placed in such a way that the ads justify the flow of the entire process. Conclusion Interstitial ads have become a crucial factor towards the placement and management of digital advertising platforms over the last couple of years. Their

In the digital realm, being an advertiser is no piece of cake. The more you venture into this rabbit hole, the more secrets you uncover. It’s like an ever-evolving landscape, one minute you know all the rules, and the next minute those rules lose their relevancy. Metrics, data, numbers, these terms have become the defining factor behind an ad’s success. However, the enormity associated with these terms often blindsides people to miss out on valuable insights. Until now the concept of a long and short-term impact on advertising techniques was quite unheard of. However, with the deployment of state-of-the-art Machine Learning and Artificial Intelligence concepts we have enhanced our ability to predict and adapt to newer situations. Terms like Total ROI, short-term, and long-term effects have started appearing on the radar. But how does it all impact the digital landscape? What promises does it hold for the future? And does this newly found knowledge look good? All of these questions can be answered if we look beneath the surface and know the game. The new players Meta in conjunction with Neilson, Nepa, and GfK came out with an interesting research article on the long-term and short-term impact on individuals or a community of individuals through advertising. The study was conducted in Europe and it encompassed a number of media channels scattered across a plethora of devices. The key aspect here was the ingestion of data from various advertising campaigns across many domains. The research The advertising industry has been plagued with the issue of determining the long-term effect of advertising for some time now. Even to his day, it is highly debated among the advertising industry players. A few methods have been tried before but they happen to have one or the other shortcoming with respect to the variables involved. It is indeed a complex procedure to determine such an impact. The research in light here encompassed 5 Meta studies with 3.5K+ campaigns on Instagram and Facebook. As mentioned above already, the key participants were from Europe, namely, Germany, The UK, Spain, Italy, Poland, etc. Determination of the long-term effect was carried out by the deployment of Marketing Mix Modeling. Since there wasn’t a particular method to determine the required outcome, sophisticated concepts of advanced econometric modeling, coupled with the deployment of dynamic time series modeling were done. This move guaranteed the ability to separate the short-term and long-term effects and variables associated with them. It was also here that the calculation of Total ROI came into the picture. Short term ROI + Long term ROI = Total ROI Other attempts made previously The determination of long-term effects has been a tricky matter from the very beginning. Previous attempts (discounting the present study from Meta) haven’t been fruitful. While promising at first, there have been some miscalculations in their placement and subsequent deployment for the needed measurement. This is in part due to the inclusion of ill-considered variables and their placements. Measuring the decay in advertising: In simpler words, the method here relied on measuring the impact of advertising on the sales figures stretched over a long period of time. The impressions gained by the advertisement were correlated with the KPIs observed over a brief period of time to measure an immediate or long-term impact on the ROI. While the approach looked good on paper, the reliance on different factors for representing the short-term and long-term effects called for the creation of a unique system. Something that was even more complex to comprehend, let alone create and use. Looking at brand equity: Measuring the movement of choice considerations over time is what this approach hoped to achieve. And it did achieve the result to a certain extent. When mixed with the Marketing Mix Modeling technique and its components, the determination of long-term effects became a bit easier. You could now foresee the trends that lay ahead and plan accordingly. However, the lack of accurate data on brand equity became one major hurdle. Couple that with the fact that you could smoothen out the edges and see the long-term effect but the weekly movement in sales would still correlate. This approach was nearly there, but it couldn’t address the grass root concern. Deploying methods without a floating base: The changes in how a system is measured, plotted against the key changes made to the system over time gives you a floating base. Every method that you need to deploy works either on a static base, or a floating base (dynamic base). Until now, the methods relied on the usage of a static base. The problem here was the fact that a static base works for short-term effects but it fails to give accurate results in the long run, as the variables change with the passage of time. The measurement of brand equity suffered from the lack of a floating base in order to calculate the long-term effect. The findings One of the crucial findings of the study pointed towards the fact that the Total ROI was 2.5x the size of the short-term ROI (Please note that the total ROI here includes the long-term effects as well) The study also found that close to 60% of the Total ROI was made by the long-term effects compared to a 40% share of the short-term effects. The share of long-term effects in Total ROI in the Retail and Telecommunications, Technology and Durables, and CPG industries were 59%, 76%, and 42% respectively. It was observed that Instagram and Facebook drove the most significant long-term ROI over the 5 studies conducted. A whopping 79% of the total sales effect under Technology and durables from Instagram and Facebook was generated from the long-term effect compared to 69% from the other long-term effect. The latter was generated through TV. Now, coming to the channels, it was found that TV was the greatest contributor and driver of long-term ROI. A significant portion of this Total ROI was generated in the long term. Out-of-Home and Digital Out-of-Home Advertising also seem to contribute to the long-term effects of advertising. Usage

It has been established that Omni channel advertising has its fair share of perks for the average advertiser in the digital domain. The capabilities of this advertising technique empower its users to a great extent. In fact, the difference is quite vivid and discrete as a 90% customer retention rate has been experienced over Omni channel advertising techniques when compared to a single channel strategy. Having a retail business requires establishing your brand presence in the digital domain. While your brick-and-mortar store might be doing well in the neighborhood, expanding the horizons in this digital age can create opportunities for better Traffic and Sales. Having a robust Omni channel strategy can not only help you establish your brand’s presence in the market but it can also help you reach with the right message to the right audience. The post-pandemic world has witnessed perhaps one of the most aggressive e-commerce growth activities of all time. With a whopping 208% growth in the number of online orders picked up from brick-and-mortar stores there’s no denying that e-commerce is perhaps in its golden age. Understanding Omnichannel Strategy Simply put, an Omnichannel strategy is a sales and marketing strategy that offers customers a completely integrated shopping experience. Users’ experiences are unified by omnichannel strategies across various touchpoints such as physical stores, the website, mobile applications, etc. Omnichannel retail strategy enhances the shopping experience of customers and offers additional channels for online or in-store purchase. Multiple channels for purchasing products and services increase traffic and sales. Actually, omnichannel customers spend between 15% to 30% more than single or multi-channel customers. According to a study conducted in conjunction by Ipsos MediaCT, Google, and Sterling Brands, 75% of customers are more inclined to visit a store if they find local retail information online. Omni channel advertising helps boost traffic for online retail and physical stores to increase ROI. Benefits of Omnichannel Strategy for Retail Brands Omni channel advertising is now more crucial than ever as it takes into account dynamic consumer behavior. Increased sales and revenue can be generated by implementing an omnichannel strategy. According to an eMarketer report, improved digital experiences, curbside pickup, and touchless checkout increased shopping frequency and generated additional sales. Here are some benefits that an omnichannel strategy can offer to the retail brands: It reaches the customers on various platforms Customer journeys are no longer nearly as linear as they once were. New products and brands are being discovered by consumers in a variety of innovative ways, including Google Shopping, Social Media ads, Online Marketplaces, in-store discovery, product reviews, word-of-mouth, and more. Your brand might be displayed to them on a desktop computer, a television, or a mobile device. Making yourself available at the platforms that your customers use, simplifies their shopping experience. An NRF survey found that 83% of consumers said that they now place a higher value on convenience than they did five years ago. It enhances your brand’s appeal in the market With more retailers competing for online customers’ attention, standing out is essential to succeed overall. It calls for a more memorable brand, an improved shopping experience, and top-notch customer service. Businesses that can make the switch to an omnichannel approach will stand out from rivals right away, especially those brands that are hesitant to give up the traditional physical store experience. It utilizes data and analytics to improve your business You can better understand your marketing initiatives across various platforms, including your website, retail stores, social media streams and even customer engagement, by managing the data stream for your brand. Understanding the factors that influence customer choice is essential to business success. A comprehensive and integrated omnichannel strategy enables you to centralize data from all of your sources and channels. That, in turn, helps to identify the most effective ways to manage you inventory, reach to your customers, and deliver the best service, regardless of where they shop. And it enables you to give a personalized experience to your customers The ability of businesses to gather data from various user touchpoints, from a brick-and-mortar store to an online store, is one of the hallmarks of an omnichannel approach. You can improve your understanding of what specific customers want by utilizing the data gathered and adjusting your messaging as well as marketing strategy accordingly. With the appropriate system in place, you can even create a customized shopping experience for each customer. This is especially important given that 74% of users prefer websites that are carefully curated for their interests. Customers desire to feel appreciated, just like anything else. A personalized experience communicates to them that they are your top priority. Conclusion Having an Omni channel strategy for your retail business can do wonders for you. Not only will it help you drive the necessary traffic that your business needs but it’ll also help you establish your brand’s presence in an already competitive market. With cloud advertising reaching a new mark every year, your business can benefit a lot from a stable and well thought out strategy. When it comes to advertising strategies, Cubera offers one of the most potent state-of-the-art solutions that suit your advertising needs. With one of the richest zero-party data at your disposal, coupled with a sophisticated audience manager, your marketing and advertising prowess can now be given the edge it needs.

The ever-changing landscape of digital advertising often involves approaching individuals via multiple channels and devices. For the most part, a modern-day household comprises 3-4 smartphones and at least 2 laptops. As of 2020, every individual has 3.6 devices that are a part of a network. Close to 1.134 trillion MB of data was created every day in 2021, and data consumption figures are increasing exponentially with the passage of every year as well. It is safe to say that portable devices are contributing to data consumption and generation like never before. This increment in data consumption and the number of devices becoming a part of a growing network is staggering. Advertisers and publishers are making the best use of this paradigm shift with the deployment of advertising techniques using device IDs. Personalization has become the advertising and marketing norm now; every person needs to feel special. In fact, hyper-personalization has become one of the most promising trends in the marketing realm.  However, a lot of users do not realize the fact that device IDs contribute a major share to the identification of their interests, buying prowess, and the e-commerce activities they take part in. So, what is this Device ID thing? Simply put, a device ID is a unique identifier for your smartphone or tablet. Most commonly associated with mobile devices, a device ID is a combination of numbers and alphabets that defines your device in a network. When you buy a mobile device, it comes with its own unique device ID. Now here’s the thing, this device ID is then retrieved by an application that requires it and has been installed on the same device with your permission. The retrieval process remains the same for applications that are pre-installed on your device as well. Device IDs work in a manner that provides credit to the advertisement that drove a positive action and ended with a conversion. For example, if a person clicks on an ad on a social media feed, they’ll be redirected to the app store of the operating system they use. Once there, they’ll download and install the application on their smartphone. Upon the completion of this process, the SDK will record the instance of the installation process and match the device ID to the view ID. And that’s how the advertisement gets the credit for the app’s download and installation. Okay, so why does it matter to digital advertisers? As it turns out, device IDs can not only help you identify the user and the device they’re active on, but it also helps you identify their behavior and segregate them into useful cohorts. The extraction of insights from the data sets received helps the advertisers and publishers to analyze and establish correlation algorithms and models that support the buying intent and behavior after the said purchasing action. Actionable items are what everyone looks for, be it the end-user or the advertiser and publisher. The availability of the same via assistance from device IDs helps understand and paint the bigger picture as well. If your customer is interested in buying your product, chances are that they might recommend the same to their friends and family members as well. However, with this newly found pool of possible customers, you may not find the same interest being shown to your product, quite opposite to the way customer zero (the first customer) showed interest. Once enough device IDs are fed to the pool, sophisticated algorithms with unsupervised learning, federated learning, and reinforced learning take over the analysis part. The taxonomy then dictates the formation of cohorts based on multiple variables that may define a person and their behavior in general. These cohorts might be based on their age, gender, income, recent purchase, location, purchasing frequency, intent, etc. Correlation can be established with the right assessment of your audience. What does its future look like? While device IDs have been of great help to advertisers and publishers, for now, the same cannot be said about their role in the future. The world is moving towards a privacy-first environment where every user’s data is safe and secure. Brands that have been leveraging the third-party cookie bandwagon for years now might have a tough time in the near future identifying the same user they used to know so well. The introduction of international regulatory authorities and laws such as the General Data Protection Regulation (GDPR), and the California Consumer Privacy Act (CCPA) have established the groundwork of data privacy in the modern age. The reliance on third-party cookies for device and customer identification has been eliminated by a few major players, Apple happens to be a prominent example. Google on the other hand has proposed to eliminate the existence of third-party cookies by 2024. Apple, with its iOS 14.5 has made its IDFA (their proprietary device ID lineup) an opt-in feature. It means that if a user is interested in sharing their data voluntarily, they may enable their IDFA. If not, their data shall not be relayed to the ones looking for it. So that’s what it boils down to Device IDs aren’t going to extinct, however, their participation in the mapping of a person’s buying behavior is sure to be restricted. The advertising realm has come up with creative ways to work around the system and retrieve the data they need via legal methods. Cohort-based audience creation, mixed media modeling, and contextual advertising are some alternatives that eliminate the heavy reliance on device IDs and third-party cookies. If you’re an advertising or publishing professional looking for ways to reduce reliance on device IDs and third-party cookies, then Cubera is here to help you. With our sophisticated state-of-the-art algorithms and tools, we can help you gather the right audience and engage them with the right message, at the right time.

Programmatic advertising is the perfect choice for those seeking an efficient way to access huge relevant audiences in this data-driven world. It is the ideal solution to buy digital ads and effectively place your ads in the current advertising landscape. The efficient use of programmatic advertising technology can help marketers drive conversions and increase Return on Advertising Spend (ROAS) throughout the customer journey. The popularity of Programmatic Advertising Technology is evident from the fact that marketers spend more than half of their media budget solely on programmatic advertising. There has been tremendous growth in the acceptance of programmatic advertising, as evidenced by the fact that by 2022 the spending on programmatic advertising will surpass USD 100 billion. Programmatic Advertising and its significance We can discuss briefly what programmatic advertising is and how it is beneficial for the various stakeholders. Programmatic advertising entails the end-to-end process of automated buying and selling of ad spaces. Before the onset of programmatic advertising, ordering, setting, and reporting ads had to be done manually, and it was a highly hectic task. The decision about managing ad space, and negotiating the sale and purchase of ad spaces, has always been a challenge for publishers and advertisers. With the advent of programmatic advertising technology, these hectic and time-consuming processes have been streamlined to make them highly effective and efficient. Before programmatic advertising gained prominence, digital ads were commercially transacted manually, making the process exorbitant and unreliable. These stumbling blocks were all eliminated with the advent of programmatic advertising. Programmatic advertising is highly beneficial to both advertisers and publishers. Publishers prefer it because it reduces the impact of ad blockers on their ad spaces compared to other ad platforms and types. For marketers, on the other hand, it is beneficial as it drastically improves the ads that lead to crafting successful marketing campaigns. We can now discuss the process of programmatic advertising briefly. It starts when a visitor clicks on the publisher’s website, where the publisher puts the ad impression for auction through SSP. Advertisers will then begin to compete for ad impressions through DSPs. Ultimately, the highest bidder wins the ad impression and gets it displayed on the publisher’s website. The ultimate step is that a visitor clicks on the ad  may lead to conversion. We can briefly discuss programmatic advertising and the various platforms involved in programmatic advertising. Programmatic advertising helps connect publishers with ad spaces on their websites to advertisers willing to buy them to promote their brands. Advertisers turn to programmatic advertising agencies to launch an ad campaign for their products or services. These programmatic ad agencies use the Demand Side Platform that automates buying ad impressions to meet the campaign goals. We can briefly discuss the various platforms indispensable to the programmatic advertising methodology. Demand Side Platform – Advertisers and ad agencies can access ad inventories from several publishers through a state-of-the-art Demand side platform. Using the Data Management Platform, which manages the audience data, the demand side platform ensures that ads are displayed to the correct audience. Targeting the appropriate audience is primarily achieved using data such as location, demographics, behavior, and online activity. Demand Side Platforms collect and harness this data, which analyzes it and matches it with their data and target parameters to display suitable ads to the right audiences. Data Management Platform – Having the right data is the essence of programmatic advertising, and the Data management platform facilitates this. In programmatic advertising methodology, data management platforms collect, analyze, and activate data. This robust platform provides advertisers with complete customer profiles. By matching visitors more likely to convert, the programmatic algorithm delivers ads suited to them based on the data. Supply Side Platforms – Supply Side Platforms is the custodian of  publishers with publisher’s ad inventory. A Supply Side Platform is a     programmatic software that facilitates publishers to sell their ad inventory or ad spaces. A Supply Side Platform connects publishers with several ad exchanges, demand-side platforms, and ad networks, enabling publishers to sell ad spaces to a larger pool of potential buyers. Therefore, publishers can set their bids to maximize revenue when they have access to a larger pool of advertisers or other potential buyers. A supply-side platform also allows publishers to filter ads based on advertisers and other criteria. Ad Exchanges – Ad Exchanges is a digital marketplace that facilitates advertisers and publishers come together to buy and sell ad spaces through real-time auctions. The buying and selling of ad inventory take place via real-time auctions powered by real-time bidding, with publishers able to sell ad spaces to the highest bidder. The Benefits of Programmatic Advertising to Advertisers Traditional marketing posed some challenges to the advertisers as they found it strenuous to access the publisher’s ad spaces. It became evident that the problem was widespread when over 60% of publisher space went unsold. Ad inventory buying became very much more manageable for advertisers after automation was introduced through programmatic advertising.  The main advantages for advertisers through programmatic advertising were as follows. Programmatic advertising allows advertisers to bid on an ad inventory from the available ad spaces, thus reaching a larger audience than conventional marketing. Based on the ad impressions received, advertisers can make real-time adjustments to their ads to incorporate these adjustments into their targeting criteria and increase their marketing campaigns’ efficiency. Economic efficiency while running a marketing campaign can be drastically improved for advertisers through programmatic advertising. Due to the streamlined end-to-end process of programmatic advertising, advertisers can serve relevant ads through effective targeting. When advertisers have too many publishers, it is possible to increase their return on ad spend (ROAS). The Benefit of Programmatic Advertising for Publishers Programmatic advertising allows publishers to host relevant ads by equipping them with the right tools. By bidding effectively, they can secure deals that will maximize their revenue and help them to win deals that will benefit them. The main advantages for advertisers through programmatic advertising were as follows. Through programmatic advertising, it is easier for publishers to sell their ad spaces and optimize ad sales, substantially reducing the investment required

Incrementality measurement is a process used to determine the incremental effect of a particular marketing campaign, such as an advertisement or promotion, on business outcomes like sales or website traffic. The goal of incrementality measurement is to determine the impact of the campaign beyond what would have occurred without it, also known as the “incremental lift.” This allows marketers to understand the true value of their campaign and make data-driven decisions about how to allocate marketing resources. Need for Incrementality Measurement Incrementality measurement is a critical tool for companies looking to understand the impact of their marketing campaigns on business outcomes. With so many variables at play, it can be difficult to determine the specific cause of changes in sales, website traffic, and other metrics. Incrementality measurement helps to solve this problem by isolating the effect of a specific campaign, so that companies can better understand the Return on Advertising Spend(ROAS) of their marketing efforts. One of the key benefits of incrementality measurement is that it allows companies to make data-driven decisions choosing where to spend their marketing budgets. Without this information, companies may be spending money on campaigns that aren’t actually driving the desired outcomes. By measuring incrementality, companies can identify which campaigns are most effective and focus their resources on those efforts. Another important benefit of incrementality measurement is that it helps companies to identify areas of their marketing strategy that can be improved in an omni channel advertising approach. For example, if a campaign is found to be less effective than expected, companies can use that information to adjust their approach and optimize their efforts moving forward. With the help of an audience manager, companies can build custom audiences, create lookalike audiences, and target their campaigns to specific segments. This enables them to deliver the right message to the right audience at the right time, resulting in more effective marketing campaigns and a higher Return on Advertising Spend (ROAS). Subsequently, leveraging incrementality measurement companies can get a clearer picture of the impact of their marketing campaigns. With this information, they can make better decisions about how to allocate resources and drive business outcomes. It’s important to keep in mind that incrementality measurement is not always a straightforward task. There are different methods for measuring it, and the best approach will depend on the type of campaign, the goals of the campaign, and the available data. The process of incrementality measurement may involve statistical models, experimentation and control groups, it’s important to understand the underlying principles and assumptions of the methodology used to measure incrementality. All in all, Incrementality measurement provides companies with a clear, data-driven understanding of their marketing ROI, and it helps them to make informed decisions that can have a notable impact on their bottom line. Methods for Measuring Incrementality There are several methods for measuring incrementality, but the two most common are experimentation and statistical modeling. Experimentation One way to measure incrementality is through experimentation, in which companies create a control group and an experimental group. The control group is exposed to normal business conditions and the experimental group is exposed to the marketing campaign in question. By comparing the outcomes of the two groups, companies can isolate the effect of the campaign. For example, a company may randomly divide customers into two groups: one group will receive an email marketing campaign, while the other group will not. By comparing the sales of the two groups before and after the campaign, the company can determine how much of an impact the campaign had on sales. Statistical Modeling Another way to measure incrementality is through statistical modeling. This method involves using statistical techniques to analyze historical data, including data on past marketing campaigns and their corresponding outcomes. By looking at patterns in the data, companies can estimate the effect of a given campaign. For example, a company may use regression analysis to examine the relationship between past marketing campaigns and changes in sales. By analyzing the data, the company can determine which campaigns had the greatest impact on sales and estimate the effect of a new campaign. Both of these methods have their own strengths and weaknesses and the choice of which method to use will depend on the specifics of the campaign, the data available and the goals of the campaign. When using experimentation, it’s important to note that, randomizing the population and controlling all other factors that might affect the outcome is critical to prevent any bias, otherwise, the results might be misleading. Statistical modeling can be very powerful but it also relies on assumptions and the quality of data, the models used and their assumptions should be carefully chosen and evaluated. In all cases, it’s important that companies have a clear understanding of the underlying principles and assumptions of the methodology used, to ensure the results are accurate and can be trusted. In toto There are numerous elements that can impact the accuracy of incrementality measurement in an omni channel advertising approach, including sample size, sample representativeness, and the length of the measurement period. It is important to carefully consider these factors and make adjustments as necessary to ensure the most accurate results. Incrementality measurement is a valuable tool for businesses and advertisers to understand the true impact of their marketing efforts and optimize their resources accordingly. By using specialized tools and software and maintaining a robust and reliable data set, businesses can ensure the most accurate and meaningful results from their incrementality measurement efforts.

This question was never really raised when the concept of “big data” first came into the picture. For the first time, businesses could collect customer data on a large scale to analyze and utilize it to improve their product and services under data as a service model. In turn, many businesses took advantage of this opportunity. They did, in fact, improve their offerings. According to reports, Netflix studied viewer data to identify and classify its library into nearly 80,000 ‘micro-genres’ of film. It used them to generate personalized recommendations, which proved critical to its success. However, many consumers have recently begun to oppose the notion of giving a data company complete control over their data. They are concerned about security and have broader ethical concerns. According to a survey, 79% of the respondents expressed that they are very or somewhat concerned about how businesses use the data they gather about them. 48% said they had already switched businesses or service providers due to data policies or data sharing practices. While 46% of customers believe they no longer have control over their data, 137 out of 190 countries have passed laws to ensure data protection and privacy. This brings us back to the original question: Is data an asset or a liability? Data as a Liability Data is valuable beyond dispute. But it also carries a clear risk. In fact, data is not the lauded resource that is frequently thought of as being. It might prove challenging and even dangerous. The most frequent critiques of data’s benefits center on issues of cost, security, and consumer safety. The most fundamental argument for data being a liability is cost. Keeping and processing all of the data a data company collects costs money and consumes a lot of energy. This includes not only the cost of data hosting, but also the costs of the software required to collect, analyze, and manage the data under the model of data as a service. Many people are reluctant to share their data due to the increased awareness and instances of data breaches and cybercrime. Businesses that do collect the data then have to worry about making sure it’s secure. Another case of the risk associated with data hoarding is this one, where a breach could harm your reputation with customers and undermine any trust you may have gained. And this holds true whether or not you used that information. In addition to significant data breaches, data collection and use may compromise privacy. People typically dislike feeling as if they are being spied on. Nobody wants to have their every move followed and watched. Therefore, it can be annoying or unsettling for customers when they receive services and products based on details they haven’t shared. It might scare them away in some instances or harm their relationship with your brand. Data as an Asset When used properly, data can be a benefit. It provides information that is crucial to guiding and improving all of the business endeavors. However, companies are gathering a tremendous amount of it. In fact, it’s getting to the point where it’s a liability. Therefore, a data company must ensure that they are using their customers’ data effectively if they want to optimize it. We should constantly ask ourselves, “Does the advantage outweigh the costs?” Only gathering pertinent data is the first step toward accurate and efficient data use. It implies abiding by the law when using it. And it entails carefully analyzing how to utilize the insight it provides. Using data as a service model, you can analyze the data that you have collected and monetize your data according to its usefulness. Turn Data into an Asset from a Liability The general consensus up until recently was that the best data was just more data. However, new privacy and regulatory concerns have shifted the conversation and are still influencing how marketers handle data. The truth is that more data is not necessarily always better. Smart marketers are increasingly concentrating on the data they hold and control. Thankfully, developments in artificial intelligence have made it possible to survive by refocusing attention from “all the data” to the most pertinent and useful data for the task at hand. The following tips can help you to make the best out of the data in hand and perceive it as an asset, not a liability: Determine and resolve your data issues. Encourage a Data-Driven Culture Utilize Data to Make Future Plans Get rid of the irrelevant data Prepare your data to put into work To Sum It Up It’s time to declutter your data. All the useless data that is cluttering up your systems needs to be stopped from being stored. If the upside of retaining the data does not exceed the threat of storing it, there is no point. Concentrating on collecting and keeping only the data a business actually use and need is the key to lowering the liability of data. You must also be conscious of the potential consequences of any decisions made in light of data insight. Keep the data that is an asset and discard the information that is merely a liability.  If you are a marketer and looking for a rich repository of zero-party data that is relevant to your business, Cubera is the place. Cubera offers rich self-declared data that is free from cluttered and irrelevant information. The data has been collected by abiding all necessary policies and regulations and allows to monetize your data.