PA.O: Attribution is a huge issue in our industry. What do you propose for ensuring credit is given where it is due?
Kerel Cooper: Unfortunately, there’s no silver bullet. Ideally, attribution credit starts by ranking and allocating a score to all impressions served, viewed, clicked and the interactivity for a particular campaign. As an industry, we need to re-examine models like last click and last view attribution. These types of models give full credit to the ad that was last clicked or viewed. That doesn’t tell the entire story. There is significant and inherent value in advertising that may not have been clicked on or considered the last viewed.
I am by no means a data scientist, but even I know that we have to take a step back from these types of models and look at campaigns holistically. We need to consider all ads in a single campaign that were viewed, clicked or interacted with. As an industry, we need to provide scoring or relevancy to those ads. In this type modeling, we should also strive to consider what the true potential value of a long term acquisition would mean and how that would factor into the attribution model. For example, once a user has been acquired, how often are they retargeted? Did they sign up or buy new products once in the marketers’ ecosystem?
PA.O: What is the future of programmatic platform development? Any trends revealing changes in brand preferences?
Kerel Cooper: The most immediate trend is advertisers taking on more control of their buys. We will continue to see more brands and advertisers bringing programmatic buying in-house. We will see more brands building out their buying teams (including programmatic Ops, optimization and yield) in order to support the self-serve/do it yourself model.
Simultaneously, as brands and advertisers become smarter about buying through programmatic channels, there will be a greater push to build more bidding technologies that can tap into programmatic platforms and inventory sources. This also means more integration points for platforms to pass and utilize first-party data, optimization algorithm syncing and reporting. This will be the next step in creating efficiencies in buying.
Of course, there are challenges with this. Recruiting, training and educating the right people to support the self-serve/do it yourself model is key. It is, perhaps, the single biggest challenge for our industry today. On the vendor side, building out the right support structure and ongoing training is equally important. But if this can be achieved, brands and advertisers will bring programmatic in-house and advertisers will become smarter about buying strategies and optimization. They will gain efficiencies in the process and get closer to reaching their campaign goals.
In the role of vice president of platform development at LiveIntent, Kerel is responsible for leading the platform development team to support the sales and strategic efforts to grow platform adoption and usage amongst the platform and programmatic clients. Kerel has over 15 years of digital ad operations experience in overseeing the management and developing the ad operations team, along with developing and implementing ad optimization strategies. Working with ad operations, ad sales, tech and various other stakeholders to enhance the integration of display, video and mobile ad serving vendors capabilities in addition to managing and improving the implementation of the audience extension and audience targeting solutions platforms.