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.