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Why Digital Advertising Pros Should Be Using an Ad Intelligence Solution

By Ken Roberts on May 11, 2018 11:00:00 AM

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How to Use Pathmatics to Get the Right Performance Data

By Ken Roberts on May 9, 2018 11:00:00 AM

Data in digital advertising is everywhere. According to Salesforce’s Digital Advertising 2020 report, almost half of all advertisers in North America plan to increase their use of third-party data by 2019.

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Brand Spotlight: Lands' End

By Ken Roberts on May 5, 2018 12:01:35 PM

Following his first year as CEO, Jerome Griffith has already seen signs of improvement at Lands’ End. The Wisconsin-based clothing retailer posted its first 12-month profit since 2014 and recently announced plans to open 40 to 60 stores over the next five years.
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  As Lands’ End gears up for the summer, let’s take a look at their digital advertising strategy and see what the clothing retailer has been up to over a 30-day period (Mar. 21 - Apr. 19).
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Why All Digital Ad Solutions Are Not Created Equal

By Ken Roberts on May 4, 2018 2:08:48 PM

Not all digital ad solutions are created equal. So how do we know what tools to look for?

Advertisers and marketers rely on digital ad solutions to evaluate campaigns and plan for the future. Whether it’s benchmarking creatives or uncovering online ad paths, these solutions provide the data needed to adjust strategies in real-time and react to competitors.

In this post, we will explain why all digital advertising solutions are not the same and help you determine which tools you need to fuel your own digital strategy. 

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Why Pathmatics Makes the Most Sense

By Ken Roberts on May 3, 2018 11:27:05 AM

Digital ad spend is expected to reach $129.23 billion by 2021, says eMarketer. To stay competitive in the growing world of digital advertising, brands must use every resource at their disposal—especially ad intelligence.

Pathmatics provides brands with data and insights they need to inform, improve, and optimize brand strategy. Whether you’re an agency, advertiser, publisher, or ad tech company, our ad intelligence platform will supply you with the unique, actionable insights that deliver results.

Here’s why Pathmatics makes the most sense for your ad intelligence solution.

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4 Common Mistakes Professionals Make When Choosing an Ad Intelligence Solution

By Ken Roberts on May 2, 2018 11:00:00 AM

Buying an ad intelligence solution is a smart decision for brands looking to take their digital advertising strategy to the next level. Ad intelligence solutions improve transparency, inform advertising strategy, and provide actionable insights into spend and performance.

That said, failing to choose the right platform can result in a big investment wasted.

Whether you’re searching for a program to benchmark your campaigns, or spy on your competitors, avoid these mistakes when choosing an ad solution. 

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The Q1 2018 Top Advertisers Report

By Ken Roberts on Apr 30, 2018 11:03:00 AM

Kicking off the first quarter of 2018, the Financial Services category continued to dominate by relative frequency of impressions across display, mobile, and video digital advertising channels. You probably came across an ad for LendingTree, Geico, TurboTax, and H&R Block on sites like AOL, YouTube, and MSN.

The Financial Services category spent over $582.7M across platforms for the quarter, with the Retail category following at $485M across platforms. Retail looked to desktop display and video as the biggest parts of their advertising campaigns while Financial Services advertisers focused on display.

Almost 60% of digital ad spend for the Financial Services category in the First Quarter was invested on display advertising, up from 56% in Q4 2017. Financial Services brands historically focus on display as a key piece of their digital strategy to drive conversions for activities like credit card sign-ups, mortgage inquiries, and overall financial related items that consumers are more comfortable doing from a desktop computer.
The increased share in display detracted slightly from remaining channels: social advertising slightly decreased from 21% in Q4 to 20% in Q1. Similar 1% decreases occurred in video and mobile, with a very slight uptick of share (1%) in mobile video.
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Why You Need to See the Specific Paths Your Digital Advertising Creatives Are Taking to Delivery

By Ken Roberts on Apr 26, 2018 11:00:00 AM

Do you know the paths your online ads take to reach your consumers? If not, you could be losing money.

Advertisers lost an estimated $7.4 billion to ad fraud in 2016, according to Forrester. This multi-billion-dollar scam happens when agencies, platforms, and buyers dupe brands into paying for useless online advertisements. Whether it’s reporting fake bot traffic numbers or ineffective ad placement, transparency in digital advertising has become a real issue.

To keep your brand from losing money to ad fraud, you need to know how and where your online ads are reaching the consumer. Here’s why.

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How Your Brand Can Get More Out of Facebook

By Ken Roberts on Apr 20, 2018 11:31:19 AM

Some brands are absolutely crushing it on Facebook. Coca-Cola, for instance, has more than 107 million likes on its Facebook page (that’s almost a third of the U.S. population!).

Starbucks has more than 37 million likes, and Nike has more than 30 million too.

And for these brands it’s not just about likes. They are also building an engaged, invested community of advocates.

So, how can your brand follow suit and start getting more out of Facebook?

Obviously, you’re probably not going to see 30 million likes overnight; however, there are tactics to elevate your presence with the right audience, and hopefully win over your next consumer using Facebook.

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How to Take Your Brand’s Ad Intelligence Into Your Own Hands

By Ken Roberts on Apr 19, 2018 11:00:00 AM

“The days of giving digital a pass is over. It’s time to grow up and it’s time for action.”

— Marc Pritchard, Chief Brand Officer at Procter & Gamble as reported by AdAge

The digital advertising industry has a transparency problem and one of the world’s biggest brands is calling for change.

In January 2017, P&G’s Chief Brand Officer, Marc Pritchard announced a 5-point program, essentially threatening to cut ties with all digital advertising agencies if they didn’t clean up their opaque practices. Pritchard’s plan called for agencies to address the issues of ad fraud, brand safety, and transparency.

Since his powerful speech at the Interactive Advertising Bureau's Annual Leadership Meeting, companies like L’Oreal, JPMorgan Chase, Audi, and McDonald’s have developed their own in-house advertising teams and placement algorithms.

But, those are major corporations. Smaller brands might not have the resources or time to completely restructure existing digital advertising strategies. Fortunately, there are ways you can take control of your brand’s ad intelligence for more transparency. Here’s how.

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