Adexchanger Research Papers

The below content provides analysis and actionable insights on trends in the marketing technology industry.

Reports cover a range of topics, including digital advertising and marketing technology, programmatic media, the mobile app ecocystem and content marketing strategies. The below list includes select AdExchanger reports as well as content from our sponsors.  To see other content from AdExchanger, view our full research catalog. >

These analyses and white papers are suggested reading for any professionals in the marketing technology industry looking to keep abreast of the latest in this dynamic industry.

DMP Fundamentals: Writing an RFI That's Actually Useful

AdExchanger Research's in-depth guide to writing an effective DMP RFI outlines the key technical and business factors marketers should probe in their RFI. This research will inform marketers how they should organize their thinking around DMP RFI development, provide some common gotchas to watch out for and lessons learned by marketer peers, and give real world questions to ask and examples to learn from. A range of marketers and DMP providers were interviewed for this research. $495

The “6-5-3” Framework: How to Pick the Right Programmatic Media Management Model

The last decade has brought significant disruption to the world of media buying, with the rise of “programmatic” creating both opportunity and chaos in the digital media ecosystem. Once perceived simply as the domain of low quality display inventory, programmatic is becoming the new normal for the largest brands in the world, with many starting to question whether their current approach to programmatic media management is really best. This report will detail the key trends at play (“6”), delve into the roles needed for effective programmatic media management (“5”) and outline the primary programmatic media management models marketing are employing (“3”). Readers of this report should use this “6-5-3” framework to best understand the forces at play within their own organization, and determine their own best path forward. $995

The Cross-Device Conundrum

As people continue to turn to multiple devices from many physical locations, cross-device strategies evolve from a nice to have to an imperative. Perceived technical challenges are hindering progress, but marketers must explore cross-device strategies in spite of this in order to engage their increasingly sophisticated and demanding customers. This research will explain the pros and cons of deterministic and probabilistic targeting, what cross-device strategies can do for your marketing organization, and how to get started without the headaches that many marketers suffer. $495

The Programmatic Mobile Market Will Mature Through Native

Advertisers are under increased pressure to deliver ads that are relevant and useful to the viewer, and this pressure is more pronounced when it comes to mobile where advertising is often seen as intrusive and irrelevant. The rise of native mobile ads, with formats that match the context of the app in which they’re found, will help advertisers find value from the mobile channel; and with programmatic, ads can be targeted, customized, and measured. This report explores how marketers can buy mobile native programmatically today, and predicts how the mobile native marketplace will evolve in the next 12-15 months. $495

How To Build A Data-Driven Marketing Team

As data-driven marketing explodes, marketers struggle to get the right mix of talent and skills on their teams. This research explores how to dig deeper than the job title and candidate’s degree, the importance of testing and culture, and the steps you need to take-- and the conventional wisdom you should ignore-- in order to build a marketing department poised for data-driven success. $495

The State of Programmatic Media: 2015

In AdExchanger Research's second annual state of programmatic media survey, over 800 marketers, tech providers, agencies and publishers shared their views on the state of programmatic media. This data-rich report (featuring 14 charts) examines the attitudes and behaviors of advertisers and agencies with respect to programmatic advertising. This research will inform you how your peer set is thinking and behaving in a programmatic world, reveal common disappointments to expect and avoid, and give insight into the future you should prepare for now. $495

The State of Programmatic Selling, 2015

As marketers grow their programmatic media budgets and efforts, publishers must develop programmatic sales capabilities in order to capture that shifting revenue. This report will look at the current state of programmatic selling from the publisher point of view and reveals data from our survey of more than 800 respondents fielded last quarter. The analysis also reveals publishers expectations of the future of programmatic selling. $495

DMP Fundamentals: Writing an RFI That's Actually Useful

AdExchanger Research's in-depth guide to writing an effective DMP RFI outlines the key technical and business factors marketers should probe in their RFI. This research will inform marketers how they should organize their thinking around DMP RFI development, provide some common gotchas to watch out for and lessons learned by marketer peers, and give real world questions to ask and examples to learn from. A range of marketers and DMP providers were interviewed for this research. $495

The “6-5-3” Framework: How to Pick the Right Programmatic Media Management Model

The last decade has brought significant disruption to the world of media buying, with the rise of “programmatic” creating both opportunity and chaos in the digital media ecosystem. Once perceived simply as the domain of low quality display inventory, programmatic is becoming the new normal for the largest brands in the world, with many starting to question whether their current approach to programmatic media management is really best. This report will detail the key trends at play (“6”), delve into the roles needed for effective programmatic media management (“5”) and outline the primary programmatic media management models marketing are employing (“3”). Readers of this report should use this “6-5-3” framework to best understand the forces at play within their own organization, and determine their own best path forward. $995

The Cross-Device Conundrum

As people continue to turn to multiple devices from many physical locations, cross-device strategies evolve from a nice to have to an imperative. Perceived technical challenges are hindering progress, but marketers must explore cross-device strategies in spite of this in order to engage their increasingly sophisticated and demanding customers. This research will explain the pros and cons of deterministic and probabilistic targeting, what cross-device strategies can do for your marketing organization, and how to get started without the headaches that many marketers suffer. $495

The Programmatic Mobile Market Will Mature Through Native

Advertisers are under increased pressure to deliver ads that are relevant and useful to the viewer, and this pressure is more pronounced when it comes to mobile where advertising is often seen as intrusive and irrelevant. The rise of native mobile ads, with formats that match the context of the app in which they’re found, will help advertisers find value from the mobile channel; and with programmatic, ads can be targeted, customized, and measured. This report explores how marketers can buy mobile native programmatically today, and predicts how the mobile native marketplace will evolve in the next 12-15 months. $495

How To Build A Data-Driven Marketing Team

The State of Programmatic Media: 2015

In AdExchanger Research's second annual state of programmatic media survey, over 800 marketers, tech providers, agencies and publishers shared their views on the state of programmatic media. This data-rich report (featuring 14 charts) examines the attitudes and behaviors of advertisers and agencies with respect to programmatic advertising. This research will inform you how your peer set is thinking and behaving in a programmatic world, reveal common disappointments to expect and avoid, and give insight into the future you should prepare for now. $495

The State of Programmatic Selling, 2015

As marketers grow their programmatic media budgets and efforts, publishers must develop programmatic sales capabilities in order to capture that shifting revenue. This report will look at the current state of programmatic selling from the publisher point of view and reveals data from our survey of more than 800 respondents fielded last quarter. The analysis also reveals publishers expectations of the future of programmatic selling. $495

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"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.

Today’s column is written by Joan FitzGerald, founder at Data ImpacX.

Major media companies are taking new steps to include sales response performance metrics in their commitments to advertisers. But, TV ad sellers: beware. Most research on sales response understates the impact of TV advertising on sales because it ignores critical information about consumers: whether they can be persuaded by advertising or not.

Without understanding which consumers are “persuadable” by advertising, marketers aren’t targeting their media investments where there is the highest payoff. Digital advertising has long used retargeting to reach consumers based on their response to advertising. In television, targeting persuadable consumers is equally crucial.

Without understanding persuadables, TV ad sellers aren’t getting credit for reaching all possible purchasers and, worse, sales response metrics are diluted by consumers who will never respond to advertising – and shouldn’t have been part of the advertising target in the first place.

Understanding whether consumers can be persuaded is important. During the first “moment of truth” in the retail store aisle – to use a framework by Procter & Gamble – non-persuadables will make their choice mainly or solely based on the lowest price. The hurdle to create brand equity with these consumers using advertising is quite steep.

Persuadables incorporate more information, motivations and touch points into their purchase decisions, including brand affinity and equity. With the right brand messaging via advertising, it is possible to create meaningful impact on their purchase decisions. Investing in advertising to reach these consumers is likely to deliver solid and positive ROI.

In much of the sales response research done today, consumers are separated into target vs. non-target groups using demographics such as age and gender, instead of being classified as persuadable vs. non-persuadable. Unfortunately, research has also shown that demographics can be a poor predictor of sales response to advertising. In 2008, Harvey Assael, David Poltrack, Bart Flaherty and Bill Harvey found that only 16% of purchasing could be predicted using age and gender variables.

To understand persuadables, the first step is to use big-data resources such as television set-top box viewing data and smart-TV viewing data combined with more traditional consumer panel data. These data must be deterministically matched with purchase behavior to create a single-source data set where ad exposure and purchase behavior are captured from the same consumers. This way, each purchase event and each ad exposure for each consumer is a data point for the analysis.

Marketers can use regression statistics – the most commonly used statistics for market-mix modeling – on each consumer in the data set. In effect, it’s possible to create a coefficient of response for every consumer. The coefficient of response tells whether each consumer is responsive to advertising, and how responsive.

Finally, it’s a measure of persuadability. You can see the advantage: Each consumer is measured to determine whether they are persuadable by advertising or not. Advertising investments can be targeted to consumers where they will have the greatest impact. Sales response to advertising will be more precise and accurate, giving TV ad sellers the credit they deserve as brands try to move the sales needle with consumers.

The first paper identifying persuadables using single-source data was published in 2008. It’s been almost 10 years since then, but finally identifying persuadables is possible at scale to understand sales response to advertising in a more meaningful, actionable way.

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