Overview
The most widely used multi-channel DSPs largely rely on cookie based (desktop) performance measurement to influence bid strategy. Simultaneously, media consumption continues to fragment across devices and platforms, forcing traders to bid on mobile and OTT inventory with little information about whether a) they’re previously seen the user in desktop environments, or b) the degree to which these channels add incremental value against measurable (cookie based) KPIs. While there are MTA solutions... Read More
The most widely used multi-channel DSPs largely rely on cookie based (desktop) performance measurement to influence bid strategy. Simultaneously, media consumption continues to fragment across devices and platforms, forcing traders to bid on mobile and OTT inventory with little information about whether a) they’re previously seen the user in desktop environments, or b) the degree to which these channels add incremental value against measurable (cookie based) KPIs. While there are MTA solutions that can provide a view across user-level device graphs and apply fractional credit across touch points, these data sets and learnings are generally silo’d from the bidding platforms and require manual application within bidding UIs.
What’s a trader to do? Join IAB as we discuss pain points and review best practices / case studies on how best to navigate our multiscreen world.
