During Ad:Tech San Francisco Josh Shatkin-Margolis, CEO of Magnetic, joined Ad Web 3.0’s panel: MONETIZATION DISCUSSION II: DISRUPTIVE/ENABLING TECHNOLOGIES, SOLUTIONS, BUSINESS MODELS AND ROI.
Josh was in good company alongside executives from companies like MediaMath, Adbrite, Vizu, MediaMind and RubiconProject.
According to Josh, efficiency takes the cake as the main topic of discussion with key points focused on data and attribution. Here’s three areas the industry should focus on as we move through 2011:
1. Making the process easy for advertisers – This means cutting through the crowded eco-system slide and making it easy for advertisers to spend money online. We can do this by selling data+media, offering all types of media including comScore top 250 and complete transparency on who we are targeting.
2. Drive more premium inventory on the exchanges – The world’s largest brands want top quality inventory (comScore top 250) as more dollars move online. With most exchanges currently focused on low quality inventory, we’re facing limitations to growth. We need an easy way to access top quality inventory, early session impressions, etc.
3. Full-funnel attribution – There’s no doubt that many folks agree that last-click attribution is not a winning model. Smart attribution models should be able to target the entire purchase path – from pre-funnel to conversion. Full funnel attribution would allow marketers to identify the very keyword or search engine that led to the customer’s final click, tracking search impressions and better analyzing the path consumers take to conversion. This opens up brand new opportunities to influence decisions before consumers choose a brand preference.