Yaakov Kimelfeld

The Shifting State of Digital Ad Sales

As readers of this blog know, at the end of this year the industry will begin transitioning from a served to a viewable impression standard. This may not happen tomorrow, or in October — but it will happen sooner than you think. Advertisers will finally stop paying for ads that have no chance of being seen by the consumers — that is, those ads that are below the fold or that are skipped too quickly.

The Unbearable Lightness Of Branding

Direct response campaigns bring in new customers, move the inventory and are held accountable to hard business KPIs. Branding is about creating awareness, perceptions and attitudes. Direct response results are evident from campaign data itself.

Optimize Digital Touchpoints: Attribution or Path to Purchase?

Attribution modeling vs. path to purchase analysis: What’s the difference between the two? Which model is better? The purpose of both models is to establish optimal touchpoints for consumer interaction with the brand and to achieve the best cost savings and customer experience. Attribution is ad-centric; path to purchase is consumer-centric…

Marketers Can Map the Consumer’s Journey To Purchase

How can I reach the right consumer, at the right time, in the right place, and with the right message to influence his or her purchase decision? Data mining allows marketers to identify major characteristics of their consumers’ path to purchase. Armed with this data, marketers can focus on the digital paths driving the most ROI and influence consumers’ actual journeys toward the purchase.