Media Advisor

10 posts

Anaïs Ryterband

— Senior Data Analyst

Anaïs Ryterband

— Senior Data Analyst

Combining your DMP and Search strategies: how (not) to get lost along the way

You may think “too much data kills data,” but when it comes to data, quality is more of an issue than quantity. How can data be intelligently organised and used, and easily activated across the media mix to address business needs? This is where the DMP, or Data Management Platform, comes in. Its role is crucial. Use of a DMP for media campaigns will vary according to the media being engaged, particularly for search campaigns, and especially for RLSA (Remarketing List for Search Ads). The objective here is to explain how activating a DMP for Adwords campaigns is particularly specific and complex, and to share fifty-five’s tips for better campaign monitoring and a more precise measure of performance.

Pei Zhang

— Head of Media Expertise & Innovation

Media-buy: is internalisation the new trend? Take our survey!

Advertisers are understanding that data is key to building a consistent and innovative brand experience, and that it is no longer just a media resource but a strategic topic that should be shared across the organisation globally. As a consequence, some advertisers have recently started to bring media-buy in-house.

fifty-five

— the data company

How ad fraud threatens the whole programmatic industry

Ad fraud has been around for years, but the rise of programmatic and audience targeting campaigns has made it a top concern for brand marketers. Though nobody agrees on its real impact on advertising budgets, fraud casts a shadow on the whole programmatic industry, which eventually leads marketers to re-allocate budgets to allegedly safer environments like Facebook, YouTube and Snapchat.

Hugo Loriot

— Media Technologies Director

Mike Bettan

— Head of Media Expertise & Innovation, France

Richard Wheaton

— Managing Director, 55UK

Hugo Loriot

— Media Technologies Director

Multidevice, multichannel: how can we keep track of the connected customer?

Oh if only I could keep track of my clients from their digital to their physical interaction with my brand… And if only I could adapt messages from one screen to another to avoid repeating the same thing twice to the same person…
What once could be considered a marketing director’s fantasy is actually becoming real as the giants of adtech have understood that realising such a dream could open up major advertising budgets.
Hugo Loriot, Media Technologies Director at fifty-five has accepted to detail for Viuz the possibilities offered by new personalisation and measuring methods that rely on the use of unique user identification between screens and sales channels. According to Hugo, this is an enormous opportunity that companies will need to take as it rapidly transforms into a necessity.

 

 

Hugo Loriot

— Media Technologies Director

fifty-five

— the data company

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À propos

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Édition

55 SAS, 5 — 7 rue d'Athènes

75009 Paris

+33 1 76 21 91 37

Hébergement

OVH SAS

2, rue Kellermann

59100 Roubaix

+33 8 20 69 87 65

Publication

Lan Anh Vu Hong

Crédits photo

Mats Carduner, Adobe Stock & Unsplash