TubeMogul Debuts Attribution Solution ‘TubeMogul Ad Swap’

TubeMogul Debuts Attribution Solution ‘TubeMogul Ad Swap’

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

BMF’s Tom Hoskins & Dave Roberts Promoted To Group Creative Directors
  • Advertising

BMF’s Tom Hoskins & Dave Roberts Promoted To Group Creative Directors

BMF has made a series of promotions, including Dave Roberts and Tom Hoskins, to the role of group creative directors. Lead image: BMF Team Hoskins joined BMF as an award-winning creative director in 2021 with a wealth of industry experience, having worked in the UK, US, Asia, and Australia. During his time at BMF, Hoskins […]

QMS Secures Toyota, Stan, Allianz and Patties Food As Paris 2024 Launch Partners
  • Media

QMS Secures Toyota, Stan, Allianz and Patties Food As Paris 2024 Launch Partners

The digital outdoor media company, which launches it Paris 2024 network today, says it will bring Olympic and Paralympic content to 80 per cent of Australian adults. Lead image: A QMS City of Sydney digital billboard on Pitt Street, Sydney. QMS secured the rights as the official outdoor partner of the Australian Olympic and Paralympic […]

Publicis Groupe APAC Strengthens Its Senior Leadership Team With Key Appointments
  • Advertising

Publicis Groupe APAC Strengthens Its Senior Leadership Team With Key Appointments

Publicis Groupe Asia Pacific has announced four key appointments as part of its efforts to strengthen its senior leadership team to power growth in the region. Lead Image:  L-R – Jessica Farrell; Pauly Grant; Anushka Methananda These appointments are promotions from within the group, reflecting the organisation’s stance on talent recognition and its success in […]

Slew Of Promotions & A New Hire At History Will Be Kind
  • Marketing

Slew Of Promotions & A New Hire At History Will Be Kind

Award-winning creative communications agency History Will Be Kind (HWBK) has built a successful first quarter with two senior promotions and a new hire. Lead image: L-R – Lizzy Chadwick, Group Account Director; Rachael Gadgil, Group Account Director, Brooke Gascoigne, Senior Account Executive  Talented senior leads Lizzy Chadwick and Rachael Gadgil kick off the year strong […]

Latto “Talks Snack” With Menulog Via Thinkerbell
  • Campaigns

Latto “Talks Snack” With Menulog Via Thinkerbell

Australian-born on-demand delivery platform Menulog has today launched a brand new social series with US rapper Latto titled ‘Talking Snack with Latto’. Created via Thinkerbell, the social series was shot when Latto was in Australia for the first time ever, shortly after Menulog introduced the next chapter of the ‘Did Somebody Say’ Brand platform starring […]

ING Invests In Finance Partnership With Seven
  • Media

ING Invests In Finance Partnership With Seven

ING has launched a finance partnership with the Seven Network. ING’s head of consumer and market insights, Matt Bowen, will feature on daily and monthly Sunrise segments and, in weeks to come, join 7NEWS. Matt will provide viewers with expert insights into the day’s top money stories and deep dives into key finance topics to […]

Gregory Jewellers Elevates eCommerce Experience With Digital Transformation Platform Via Wonderful
  • Advertising

Gregory Jewellers Elevates eCommerce Experience With Digital Transformation Platform Via Wonderful

Jewellery brand Gregory Jewellers has launched a comprehensive digital platform with integrated eCommerce and enhanced search and discovery capabilities to deliver a more seamless experience for customers. Developed by independent digital agency Wonderful, the new platform has been optimised for mobile-first and features simplified navigation across Gregory Jewellers’ extensive product catalogue. This enables customers to […]

Carsales.com.au: We Are The Kings Of Intent
  • Media

Carsales.com.au: We Are The Kings Of Intent

With around 12 million addressable, opted-in, privacy-compliant emails of Australians, carsales doesn’t see itself as competing with other online auto classifieds businesses, instead it sees itself as in the fight with Meta, TikTok and the other global tech giants. Davor Vilusic, executive general manager – media carsales, and Stephen Kyefulumya, general manager – media product […]

by B&T Magazine

B&T Magazine