This talk will challenge established measurement and optimisation of performance display. For all the talk of attribution, and of replacing the flawed last interaction approach, ad-tech systems still measure optimise in a way that does not address causality or incrementality. That is, it does not address the actual return that an advertiser is getting from their media spend. Why do we do this? And can we do better?
The talk will argue that a scientific approach to measurement is possible, and ask how we get there, when it will mean fewer attributed conversions for publishers, advertisers, and everyone in-between.
Willem Paling, Personalisation Engineering Director, IAG