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

Blue 449 Launches New Campaign For Chivas  “Success Is A Blend”
  • Campaigns
  • Media

Blue 449 Launches New Campaign For Chivas “Success Is A Blend”

Blue 449 has launched a new paid media campaign called Success is a Blend for Chivas Regal, the original luxury blended Scotch whisky. This through the line campaign celebrates the belief that blended is better, in life and in Scotch. Chivas’ faith in blending was instilled by founding brothers, James and John Chivas, who pioneered […]

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders
  • Media

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders

The Australian has today published its fourth annual edition of The Deal focused on emerging female leaders, in association with Chief Executive Women (CEW). The issue showcases successful women while asking some challenging questions. The Deal editor Helen Trinca said: “Women have achieved so much, even if there is more to do, and there is […]

Shake The Cage Cup Submissions Open
  • Media

Shake The Cage Cup Submissions Open

Didn't have much like on the recent Melbourne Cup? Well, why not turn your attention to the Shake The Cage Cup instead?