Targeting and Measurement in CTV

October 23, 2020 — by MediaMath


IAB Europe recently held a virtual CTV event in which our VP of Client Success, Noemi McKee, moderated a panel on the challenges and solutions around targeting and measurement. t’s not possible to just copy digital tactics and apply them to CTV, so the panel of measurement experts from Integral Ad Science, Oracle, DoubleVerify, Comscore and Kantar Insights Division shared their guidance and best practices on CTV measurement and campaign performance.

“It’s really terrific that connected TV really does merge perfectly television and digital capabilities together,” said Carol Hinnant, CRO, Comscore. “You get the reach and frequency with the addressability of digital.

“But the challenge for connected TV in the current state is really from a representativeness to the marketplace, a standardization of the various CTV manufacturers. It’s one thing to have TVs shipped, but it’s another thing to have the data harvested and then standardized in a method that is consistent across the various groups.”

Of course, knowing what your goals are as an advertiser running a CTV campaign is critical.

“The key thing is really to evaluate at the start of that campaign what are you trying to achieve from the CTV activity,” said Kristanne Roberts, Global Development Director, Kantar Insights Division. “Are you looking to get incremental reach on your campaign? Are you looking to really drive home some messaging with specific audiences? And from that, you can start to work through what is the appropriate method for that measurement.”

Watch the full 30-minute panel below.


Leading Marketers Share Insights on How to Tap Into the Growing Purchase Power of Multicultural Americans

October 15, 2020 — by Guillermo Abud


To celebrate Hispanic Heritage Month, MediaMath hosted the Hispanic Voices in Adtech Panel last week. I had the honor of moderating the panel with three of the industry’s leaders in multicultural marketing. The panel served as more than a celebration during this month—it’s an opportunity to inspire and educate our industry on the expanding population and growing power of multicultural Americans.

Wendy Codd, Multicultural Lead at Ford Motor Co. said, “Given the growth of the Hispanic audience and how important it is to market to them, they should be included as part of your overall business objectives. As we move into 2021, they are important to market to, there are so many ways to reach them programmatically, there is certainly scale there. And reaching them at the right moment with the right message is really essential.”

To put the importance of Hispanics into context, here are some fast facts about the Hispanic population in the U.S.:

  1. In 2016, U.S. Hispanic buying power was larger than the gross domestic product of Mexico.
  2. The U.S. Hispanic population is projected to account for 65% of the growth of the overall U.S. population between now and 2060.
  3. By 2050, the U.S. could have more Spanish speakers than any other country.

In recent years, brands spent only 4.2% of U.S. ad spend on Hispanic consumers while the Hispanic population in the U.S. is over 16%. Our panelists helped contextualized the steps brands can take to better reach multicultural audiences and Hispanics in particular.

Ronald Méndez, Managing Partner and Multicultural Lead at MediaCom, described best practices on how to approach and strategize around reaching Hispanics, “As an industry, we are great at understanding the similarities that thread all audiences together. But what really helps brands differentiate themselves is when they understand the nuances that exist amongst each audience, and that’s where a lot of them connect in a meaningful and culturally relevant way. Don’t overcomplicate it but make sure you’re asking enough questions to truly understand what the opportunity is and how to engage with the audience.”

When I asked her about education and what opportunities we have there, Carla Dobbs, Strategic Marketing Consultant and Advisor at NovoMercatus LLC, said, “I think it starts at the C-suite for each company and them understanding where the opportunity lies.” She then went on to give an example of how understanding the audience is crucial for messaging. “For Walmart, it was more about in-language and the emotional connection understanding the drivers [of Hispanics] like safety and education. Those are also important to the non-Hispanic, but the depth, where in many cases immigrants risk their lives to come to the U.S. for safety and education, is much deeper than a non-Hispanic that has been here their entire life and has not gone through those trials and tribulations.”

Overall, my takeaways for marketers are:

  • See that the opportunity is there. The Hispanic audience should be an important part of your marketing objectives.
  • Speaking of objectives, know your KPIs. Know what you are measuring, and test and learn. Keep in mind that you are testing what messaging is working for multicultural audiences and not testing if multicultural audiences work. They do.
  • When it comes to language, don’t dismiss the need to reach Hispanics in their native language. Take a holistic approach and use a neutral Spanish tone, as there are differences in the language and culture across regions.
  • Hispanics CAN and SHOULD be reached programmatically. The data is there.

2020 has positioned marketers to adapt their strategies to reach consumers across cultures in relevant and respectful ways. To hear more on this dialogue with industry leaders as you plan for 2021, watch the recoding of Hispanic Voices in Ad Tech Panel here.


Vodafone Talks Bringing Transparency to the Programmatic Supply Chain

October 14, 2020 — by MediaMath


Back in May, the Incorporated Society of British Advertisers (ISBA) released findings of its two-year-long research on the underpinnings and value of the current programmatic supply chain. The group interviewed 15 DSPs, including Vodafone, Unilever and Nestle, on the challenges they have encountered in fully understanding where their dollars are going. ISBA identified a need to work across industry to fix issues such as unattributable costs, money not getting back to the publisher and a lack of data-sharing between the buy and sell sides.

As part of the Programmatic Pioneers virtual event in Europe, Jens Bargmann, GM DACH, Nordics, Southern, Central & Eastern Europe at MediaMath, recently spoke virtually with Richard Kanolik, Head of Programmatic at Vodafone, to talk about how the industry has been working to solve some of these challenges since the ISBA report came out. Watch the below chat to see how a major EMEA brand is tackling topics such as transparency, in-housing and the future of advertising on the open Web.


MediaMath Becomes First DSP to Natively Bid, Buy & Attribute on LiveRamp IDL Thanks to Massive Identity Re-Architecture

October 5, 2020 — by MediaMath


We are proud to be the first DSP to natively bid, buy and attribute on LiveRamp IdentityLink (IDL) globally thanks to our massive identity re-architecture that gives advertisers flexibility in how they reach their audiences across devices. Hear more about how this integration provides marketers a best-in-class experience for targeting and measurement in order to power premium consumer experiences from Travis Clinger, Senior Vice President, Addressability and Ecosystem at LiveRamp, in this Beet.TV interview below.


Step Up Together: Leadership During Crisis + Change

September 16, 2020 — by MediaMath


Last week, Kimberly Samon, our Chief People Officer, joined Kimberly Jones, President & CEO of Butler/Till, in an all-female fireside chat as part of Step Up Together, a digital summit inspiring woman and girls through mentorship for this moment. Maggie Stockdale, VP of Business Development at MediaMath, Amanda DeVito, MBA, VP Marketing at Butler/Till, and Mikayla Armour, Step Up alumna, also participated in the event.

When asked what leading with empathy means to her, Kimberly Samon said it’s “recognizing that the whole being is sitting in front of you at any moment and what they are consuming or reacting to is not only from a work perspective.”

Kimberly Jones defines her leadership style as one of flexibility in which she aims to “meet people where they are and where they need you the most and giving them the support necessary to succeed.”

“It is about making people better in your presence and also making them equally better in your absence,” she said. “Setting clear expectations, making sure they have the resources they need to succeed and understanding that those needs might be different from any individual. In some cases, they might need coaching, they might need training or they might just need you to get out of their way.”

Watch the full fireside chat here and also feel free to tune into our Digital Dialogues episode with Kimberly Jones, our CFO Milena Alberti-Perez and our Head of MediaMath Academy Laura Rodriguez from earlier this year below.


MediaMath at CES 2020

January 6, 2020 — by MediaMath


MediaMath is at CES in Las Vegas this week to talk about how this is the year for cleaning up our media supply chain once and for all. We caught up with our Global Head of Ecosystem Jeremy Steinberg to learn why he’s excited for this year’s event and for what’s in store for 2020. Watch more in our interview.

CES-Pre-Show from MediaMath on Vimeo.


2019 Cannes Recap

August 1, 2019 — by MediaMath


MediaMath has made its 8th annual visit to the south of France for Cannes Lions 2019. We are still reminiscing about our truly inspiring week on the beach discussing the most cutting-edge advancements in the advertising industry. Relive some of those memories with us by watching our new recap video to see how we are leading the industry to an accountable and addressable media supply chain and learn more about our new strategic partnerships announced during the festival.


How MediaMath and IBM Watson Marketing Are Helping Marketers Deliver a Better Consumer Experience

August 16, 2018 — by MediaMath


Almost a year ago, we announced our partnership with IBM to connect brands, consumers and all of the companies in between with infrastructure that is enterprise-class, open and smart while infusing true AI into real-time marketing. At Cannes, Dave Reed, managing director, international, MediaMath, and Mark Simpson, vp, offering management and strategy, Watson Commerce and Watson Marketing, IBM, talked more about how our partnership has evolved and what’s next on the horizon. Ron Anram, vp of media, Heineken USA, and Kevin Manion, chief strategy officer, Advertiser Perceptions, also weighed in. Watch the video interview below.


Even in the Programmatic Business, Face-to-Face Meetings are Essential

October 10, 2017 — by Lewis Rothkopf


During the ad industry’s busy “events season” when there’s a flurry of industry events all over the globe, I had a thought: Why are we all traveling at great expense when we could have stayed home?

After all, programmatic advertising was designed to automate aspects of buying and selling media that used to be carried out by humans. Why is the human touch so important to our business of all businesses?

The answer is that there’s something intangible about face-to-face contact that’s essential to forming the deep relationships required to execute this business effectively. While that’s hard to quantify on a spreadsheet, it’s a necessary component of business, which means the ROI on these types of events is considerable.

Why face-to-face matters

For most of human existence, face-to-face was the only means of carrying out a meeting or conversation. This explains why our brains feel unsatisfied by videoconferencing or other forms of digital communication. A new book, iGen, about teens and young adults, posits that the lack of face-to-face communication in this group is leading to higher rates of depression and “the worst mental-health crisis in decades.”

Other recent research has shown that a face-to-face request is 34X more effective than email. The researchers found that nonverbal cues during the request made a huge difference in how the respondents viewed the legitimacy of the requests.

This research jibes with my personal experience. When you’re all attending the same event, there’s a spirit of comradery that comes from dealing with the same lines, inconveniences and stress of being away from home. Blame evolutionary conditioning, but you’re more apt to view the other person as an ally and look for ways to work with them. You inevitably see the person as more than a name behind an email. You can look them in the eye and gauge whether what they’re saying is trustworthy and whether they believe in what they’re saying.

Then there’s the convenience aspect. I suppose you could arrange dozens of back-to-back meetings from your home office, in-person or via video, but it would be a logistical nightmare compared to the ease of coordinating such meetings at an event where everyone is centralized.

So what’s the ROI?

Such concerns of course fall under the heading of “squishy humanity.” Programmatic is all about data and it’s all but impossible to quantify the value of a face-to-face meeting against the expense of travel and the opportunity cost of not being in the office.

Speaking of opportunity cost, the best way to quantify the ROI of attending an event is to consider the cost of not going. Inevitably, you will lose control of the narrative about your brand as others attempt to fill in the gaps because you’re not there to tell your story. You will miss out on connections that may save your company money or provide new business down the road. You’ll miss out on the gossip and strong opinions that offer a reality check against whatever execs are saying onstage.

Viewed that way, the intangible costs of flying halfway around the world to sit in a conference center for two or three days seems more tangible. Even a decade from now when we’ll be able to meet in VR, I think that dynamic won’t change. We’re wired to get personal. So let’s accept that as part of the cost of doing business effectively.



Geolocation an Obsession for Marketers–But Many Use the Data in the Wrong Way

March 27, 2017 — by Lauren Fritsky


At Mobile World Congress last month, Michael Weaver, VP, Channel Solutions at MediaMath, interviewed Iliccio Elia, head of mobile DigitasLBi, on the importance of geolocation. The below synopsis of the chat has been translated from the Italian publication 360com.

Associating a user with a geographical location gives marketers the ability to answer questions such as “What stores did this person visit in the past?” and “Where does he go regularly?” Starting from this point, Iliccio Elia, head of mobile at DigitasLBi, and Michael Weaver, VP of product strategy at MediaMath, discussed the rise of geolocation as smartphone adoption soars.

“The location is becoming an obsession for marketers,” said Weaver, “It is certainly important information, but it is only one of the channels for understanding who you are trying to reach, what to say and why,” echoed Elia. The supply side, in fact, “offers different formats for advertisers, but they must be good at knowing which one to choose,” said Weaver. ”

We must interpret the mentality with which consumers are approaching the format, and to do so requires research on multiple signals of where and what users are shopping and browsing, and the content they are consuming. “The analysis is one of the keys missing to many advertisers,” said Elia. Moreover, “Your plan must be clear,” because without a defined strategy, “you are likely to flood the user with ads.”

In an ecosystem that requires omnichannel, mobile is the first touch point. The advice for making the most of it is, “Listen more. We must be patient and collect a body of important data. Only then is it possible to say what the right time and the right thing to say are,” said Elia.