TubeMogul Debuts Attribution Solution ‘TubeMogul Ad Swap’

TubeMogul Debuts Attribution Solution ‘TubeMogul Ad Swap’
SHARE
THIS



TubeMogul announced the launch of Ad Swap to help marketers better isolate causality in advertising measurement.

“Ad Swap gets us back to leveraging the scientific method for ROI measurement without the operational burden or cost normally associated with creating real experiments,” said Brett Wilson CEO and co-founder of TubeMogul (pictured above).

Several clients tested and advised the early direction of the product, including Hotels.com. Ad Swap is available globally for free.

“At Hotels.com, data and test-and-learn are central to the marketing decisions we make every day,” said Steven Quach, senior director of online marketing. “By bringing an experimental design approach to advertising measurement and making it easy to implement, TubeMogul’s attribution product fills a distinct need and gives marketers better insight to what is actually driving value.”

With no additional setup, Ad Swap enables marketers to have always-on experiments measuring lift in viewers that saw their ads versus an identical control group that did not. The product is available free to clients, who simply check a box to opt-in.

The product’s methodology is simple: For campaigns enrolled in Ad Swap, TubeMogul software automatically serves “placebo” ads to a randomised population, with all other variables like audience targeting and site placement identical. Placebos are plucked from other campaigns running on TubeMogul’s software. For instance, a cosmetics brand might be targeting females age 18 to 34 on a specific site at the same time as a car brand, so the two ads can serve as control groups for each other. As a result, the product is free and clients do not pay for the media cost of placebo ads.

Once ads are swapped, results are measured for both the control and exposed groups to eliminate the influence of in-market bias. By isolating causality, advertisers can determine which sales were the direct result of their advertising and which were going to occur naturally.

TubeMogul then offers a variety of ways to track conversions and offline sales. In addition to existing conversion tracking and partnerships with data platforms, TubeMogul can also hold third-party pixels from leading data management platforms and offline sales data providers.

Please login with linkedin to comment

MasterChef

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]