Welcome to the Adometry News Center

In this News center, you can find out more about news Adometry has announced, and articles that cover Adometry.

2014 News Coverage

10 Tips For Creating An Effective Marketing Attribution Program April 3, 2014CMO.com
10 Tips For Creating An Effective Marketing Attribution Program »

Considering how much companies invest in marketing across multiple channels, I’m often surprised that more don’t take advantage of sophisticated tools to measure whether those investments are paying off. No, I’m not talking about simple analytics that report how many times someone clicked on a banner ad or where a consumer’s last click was before a purchase. I’m talking about data-driven attribution that leverages algorithms to determine how all of an organization’s mix leads to sales.

 

Don't Eat That Cookie! March 31, 2014The Economist Group
Don't Eat That Cookie! »

Today, anonymous third-party tracking cookies continue to be the predominant mechanism for tracking and analyzing customer behavior online.  However, with more consumers using apps and mobile devices that do not support third-party cookies, marketers are left with sizable holes when piecing together the customer journey. Recently Google, Microsoft, Facebook and Apple took steps to introduce their own browser and app-based tracking mechanisms. These identifiers enable them to collect data across all campaigns and devices within their ecosystem at a user level. While these new approaches inherently solve the cross-device cookie limitation, there are implications for marketers:  Is it in their best interest to have the same companies that sell advertising hold the keys to measuring performance? 

Adometry Dominates the Marketing Analytics Market March 26, 2014Silicon Hills News
Adometry Dominates the Marketing Analytics Market »

While the science behind Austin’s Adometry might be complex, the company’s goals are simple: To help marketing executives answer the questions, “How’s my marketing doing?” and “What should I do different?” Sales executives have Salesforce.com. Financial executives have Oracle Financials. But marketing officers have never had a single, digital dashboard to help them assess their business efforts. Enter Adometry.

Fractional Attribution: Real-World Math For Marketers March 7, 2014CMO
Fractional Attribution: Real-World Math For Marketers »

"I’ll never use this in the real world."

Well, if you’re a modern marketer, you'd better be using math! And you’ll be happy that you paid attention in math class when you start looking at fractional attribution.How many of us have said this while sitting in math class or doing hours of endless calc homework? Well, if you’re a modern marketer, you'd better be using math! And you’ll be happy that you paid attention in math class when you start looking at fractional attribution.

6 Trends That Reinforce The Need For Unified Data Collection March 6, 2014Adotas
6 Trends That Reinforce The Need For Unified Data Collection »

Increasingly, advertisers are finding it difficult to know whether consumers are paying attention to their ads and, more to the point, whether those ads are driving conversions. In some ways, the “big data” trend complicates that picture by providing so much information from varying sources that advertisers feel paralyzed to digest it all and take action. Because of this, many marketers have become vocal supporters of unified data collection systems as a means to simplify large data sets by zooming in on specific individuals to understand how they are making purchasing decisions.

The Future of Third-Party Cookies January 23, 2014iMediaConnection
The Future of Third-Party Cookies »

Much has been said about the future of third-party cookies and the broader advertising ecosystem, and it seems virtually everyone involved in the digital marketing community has weighed in to offer perspectives on and reactions to the great cookie debate. Given little has been settled, it makes sense to revisit the conversation objectively and lay out what we do know about an issue that is important to consumers, marketers, and ad tech providers alike.

 

Adometry GM On Fighting Ad Fraud: It May Take A ‘Public Hanging’ January 15, 2014Adotas
Adometry GM On Fighting Ad Fraud: It May Take A ‘Public Hanging’ »

In our continuing investigative series about the rampant rise of online ad fraud, Adotas has solicited the expertise of several industry thought leaders to weigh in on the issue. After publishing our special report about the anatomy of a botnet, we spoke with John Brown (pictured), GM, Click Forensics at Adometry, to hear his perspectives about how to dissect the industry’s growing concern with advertising fraud, a problem that affects publishers, advertisers and consumers.

 

Are We Humans Finally Ready To Do Battle With The Bots? January 6, 2014Adotas
Are We Humans Finally Ready To Do Battle With The Bots? »

ADOTAS – We recently published an investigative report on the rise of online ad fraud, and how the botnet ZeroAccess hijacked computers around the globe to push fake traffic through specific publisher sites, inflating metrics so that advertisers would pay a premium to purchase impressions on the sites. The Wall Street Journal first broke the ZeroAccess story, but the ad fraud topic has been around for several years, yet never formally addressed by the industry until the IAB launched its new Task Force on the subject earlier this month.

 

Five Marketing Measurement Trends For 2014 January 2, 2014Adotas
Five Marketing Measurement Trends For 2014 »

Once again, its the time of year when the obligatory “biggest trends for…” posts fill our feeds and social media streams. And while sometimes it can be overdone, there is something therapeutic about taking time to truly consider what will be important in the coming year and what initiatives will be appropriate to make the most out of the opportunities presented. Having been in the marketing technology and analytics space for the past 18 years, I have to say 2014 looks to be offering up some seismic shifts being enabled by both data and technology. So, here are my five marketing measurement trends for 2014...

2013 News Coverage

Cross-Device Measurement: The Ad Industry’s White Whale November 8, 2013Business 2 Community
Cross-Device Measurement: The Ad Industry’s White Whale »

Looking at the number of new 'connected' products coming to market, I'm reminded of a quote from Nicholas Negroponte, the founder of the One Laptop Per Child initiative, who once said, "Computing is not about computers any more. It is about living." According to NPD, the average American household has roughly 5.7 internet-connected devices, and it's clear we're rapidly approaching a not-so-distant future in which the ratio of smart devices to people will be in excess of 5-to-1.

Attribut-able November 5, 2013Mobile Marketing Magazine
Attribut-able »

DM: So Casey give us the 2-minute intro to Adometry please.

CC: Sure. The story starts with a company called Click Forensics which launched in 2006 and specialised in clickfraud protection for paid search. We pretty much cracked that market, but it wasn’t that big a market, and so in 2010, the company combined with Adometry, who specialized in ad verification and analytics, making sure that ads were served where they should be served and that sort of thing, and we set out to solve the problem of attribution, tracking a sale back to the source or sources responsible for that sale. 

DM: Can you give me an idea of the size of the company. 

CC: We are 120 people, though to give you an idea of the growth trend, back in January, we were only 50. Our HQ is in Austin, we also have an office in Seattle, and we are just opening up in London. We should be three or four people here by the end of the year, and we already have a few customers here, including ASOS, Made.com, Moneysupermarket and Lebara. 

It's Time to Be Data-Driven and Omnichannel in Marketing October 28, 2013Direct Marketing News
It's Time to Be Data-Driven and Omnichannel in Marketing »

The need to knock down silos to place omnichannel customers at the center of marketing strategies was a top theme at Adometry's XCMO Summit 2013: Cross-Channel Marketing Optimization Conference. This includes both internal and external silos (and among software vendors, too, whose collective fragmentation has helped enable and sustained internal marketing silos, noted speaker Phil Mui, Acxiom's chief product and technology officer).

Making the Case for the Evolution of Cross-Channel Attribution October 25, 2013Direct Marketing News
Making the Case for the Evolution of Cross-Channel Attribution »

Cross-channel attribution is one area that marketers are continuously challenged with getting right. Adometry CMO Casey Carey took time out during the company's XCMO Summit: Cross-Channel Marketing Optimization Conference in Austin to sit down with me and share his insights on the evolution of cross-channel attribution.

Krell: What are some of the most notable ways cross-channel attribution has recently evolved?

Carey: The most significant change is marketers acknowledging that last-click and other simple, rules-based attribution models are fundamentally flawed. As a result, there has been a renewed focus on statistical, data-driven methodologies that have helped brands and agencies identify untapped areas of improved performance, such as the interplay between search and display.

Adometry CEO Paul Pellman to Present Cross-Channel Marketing Case Study at J.D. Power Automotive Marketing Roundtable October 16, 2013MarketWired
Adometry CEO Paul Pellman to Present Cross-Channel Marketing Case Study at J.D. Power Automotive Marketing Roundtable »

This Thursday, Paul Pellman, CEO of Adometry, a leader in cross-channel attribution and optimization, will join representatives from Scion and Optimedia at the J.D. Power Automotive Marketing Roundtable to demonstrate how marketing analytics and data-driven attribution can be utilized to maximize marketing campaign performance in the automotive industry.

When: Thursday, October 17th, 2013 at 9:40 a.m. PDT

Where: Bellagio Hotel - Grand Ballroom 3, Las Vegas, NV

Adometry, Tapad Partner In New Cross-Device Attribution Offering September 17, 2013AdExchanger
Adometry, Tapad Partner In New Cross-Device Attribution Offering »

Attribution firm Adometry has combined its ad tagging infrastructure with Tapad's cross-device ad targeting technology, the companies said today.

Austin, TX-based Adometry aggregates and analyzes data from multiple advertising streams to help advertisers understand how their ad dollars are performing. Using an algorithm, the company processes data from email marketing campaigns, banner and display ads, social media posts, affiliated coupons, direct mail, etc., to determine which of those consumer touch points led to a conversion. Its clients include Microsoft, Hyundai, Tory Burch, Havas and AT&T.

Adometry Expands into New Headquarters September 16, 2013Silicon Hills
Adometry Expands into New Headquarters »

Adometry, the Austin Ventures startup that aggregates and analyzes data from multiple advertising streams, is growing like gangbusters and Thursday had an open house to celebrate its new space in the Lakewood Center Building II on Capital of Texas Highway. "We have 110 people," said Casey Carey, chief marketing officer. "We’ve doubled in a year and we probably will be at 150 by the end of this year. We have the first right of refusal on some additional space downstairs."

Call for Speakers Now Open for Inaugural Cross-Channel Marketing Optimization Summit September 4, 2013Business Review USA
Call for Speakers Now Open for Inaugural Cross-Channel Marketing Optimization Summit »

Adometry, Inc., a leader in cross-channel attribution, today announced registration is now open for the Cross-Channel Marketing Optimization Summit (XCMO), a new industry conference for marketing leaders and technologists as well as agency executives. The one and one-half day event will take place October 10-11 in Austin, TX. As the only event singularly focused on cross-channel attribution and optimization, XCMO attendees will hear breakthrough ideas, advice and proven approaches for tackling the complex challenge of measuring and maximizing investments across all marketing channels, both online and offline.

How to Cure Your Analytics Paralysis August 20, 2013iMedia Connection
How to Cure Your Analytics Paralysis »

Ask anyone working in ad tech or marketing analytics these days what prospective customers consider to be the most difficult barrier to achieve -- adoption or success -- and you'll likely get a similar answer -- change is hard. Of course, this is true whether you are talking about marketing or moving to a new city.

In the world of analytics, change doesn't simply refer to the decision to purchase or not purchase a new technology. It also often requires altering existing processes, workflows, and metrics. In other words, for some marketers the thought of implementing a new analytics strategy or augmenting existing processes sounds about as appealing as playing one-on-one with LeBron James.

Speculation Continues on the Omnicom-Publicis Merger August 16, 2013Direct Marketing News
Speculation Continues on the Omnicom-Publicis Merger »

The potential Omnicom Group and Publicis Groupe merger has turned into a great political debate within direct marketing circles. CEOs John Wren and Maurice Lévy, respectively, promise prosperity, but many in the industry question their motives. And as with political campaigns, economic lines are drawn.

It's Time to Modernize Direct Mail Measurement for a Digital World July 16, 2013Direct Marketing News
It's Time to Modernize Direct Mail Measurement for a Digital World »

With so much attention being paid to new digital channels and the emergence of RTB, it's easy to overlook advertisers' sustained reliance on direct mail, which last year accounted for more than $51 Billion across catalog and non-catalog spending. A primary reason for brands' continued fondness for direct mail is that it has traditionally outperformed most (if not all) other channels and advertisers' know that consumers are increasingly wary of online display ads, which are often perceived as intrusive and annoying, whereas many find direct mail to be more convenient and easier to digest (or ignore) on their own terms.

Three Reasons 'Good Enough' Analytics Is Bad For Business June 17, 2013MediaPost
Three Reasons 'Good Enough' Analytics Is Bad For Business »

With so much discussion about marketing attribution recently, agreeing on a definition for the term can be a cumbersome process these days. The IAB defines attribution as "the process of identifying a set of user actions ('events') that contribute in some manner to a desired outcome, and then assigning value to each of these events." Econsultancy's definition says, "Attribution is the practice of allocating partial value to different touch points within the customer journey influenced a sale or another desired outcome." I like both of these for different reasons, but note both refer to crediting all touch points that contribute to conversion. Of course, within the attribution market there are also several different methodologies.

Adometry and Attribution Revolution Series Coming to Boston and Detroit June 11, 2013Yahoo! Finance
Adometry and Attribution Revolution Series Coming to Boston and Detroit »

This month, Paul Pellman, CEO of Adometry®, Inc., a leading provider of cross-channel attribution intelligence, will answer questions about media measurement and highlight the benefits of utilizing advanced attribution methodologies as a featured panelist at new installments of The Attribution Revolution. At separate events taking place in Boston and Detroit on June 18th and 25th respectively, Pellman will address how attribution modeling has matured as well as offer examples of how top marketers are utilizing more accurate media measurement to run more effective campaigns and capitalize on new advancements such as programmatic bidding.

Solving Marketing Complexity through Collaboration May 24, 2013Chief Marketer
Solving Marketing Complexity through Collaboration »

With the rapid rate of expansion in the advertising industry, it’s no surprise many companies are experiencing growing pains. A recent survey found that four in 10 CMOs feel “unprepared” to meet modern campaign objectives. An even greater percentage (7 of 10) said they fully expect a dramatic overhaul in corporate marketing within the next five years. Many marketers are working tirelessly to revamp processes and realign strategies around multichannel opportunities designed to drive higher revenues and improve efficiency.

Why We Need to Pivot in the Fight Against Ad Fraud April 18, 2013Venturebeat
Why We Need to Pivot in the Fight Against Ad Fraud »

In recent weeks there has been substantial debate about fraud in the advertising industry. Of course, these conversations aren’t new. Click fraud lawsuits have been a near constant for almost a decade.

In 2009, the Wall Street Journal wrote an in-depth report about hidden ads, prompting the formation of an industry group, StopAdFraud.org, which for a time attempted to create a blacklist of offenders in order to curtail the number of publishers enabling click fraud or low-quality impressions. More recently, there have been widely-reported organized click fraud rings – mostly originating from China and Russia in the form of “Botnets” – that involve tens of thousands of IP addresses visiting hundreds of domains and clicking millions of digital ads. Among our clients, which include large and small advertisers, agencies and ad networks, approximately 16 percent of monthly clicks are invalid – roughly half the industry average aided by sophisticated blocking lists that have been assembled to weed out known offenders over several years. While a 100 percent block rate is impossible, this number is still much too high.

Adometry Combines Attribution with Optimization April 12, 2013Customer Experience Matrix
Adometry Combines Attribution with Optimization »

So…my last two posts on attribution systems (MMA and VisualIQ ) were among the least popular ever, right down there with Marketing Lessons from Chernobyl (which, let’s face it, was in pretty poor taste). But vox populi isn’t always vox Dei, eh? I think it’s an important topic, so here we go again. 

The lucky recipient of that less-than-stirring introduction is Adometry, which in no way deserves any disrespect. From humble beginnings in click fraud prevention, they have grown in recent years to be one of the leaders in algorithmic response attribution. Their latest expansion moves them beyond digital channels to offline media including direct mail, television, and print. They have also moved from attributing past results to using predictive models to optimize current and future campaigns. Impressive.

The End of Intuition: A Discussion with Paul Pellman March 20, 2013IMediaConnection
The End of Intuition: A Discussion with Paul Pellman »

Measurement is a topic that has been top of mind for digital advertisers for what seems like ages, and as more advertising dollars shift online, it is only growing in importance. Advertisers have always trusted their guts when it comes to connecting with consumers. But, how do we really know that works? Enter data science. The numbers are out there to tell us if campaigns are truly effective, and it's sparking a debate over the end of intuition. Has the time finally arrived for us to let computers tell us what people respond to and connect with most, or do we still need to trust our instincts?

How and Why We Track: Confessions of an Ad Tracking Company March 15, 2013AllThingsD
How and Why We Track: Confessions of an Ad Tracking Company »

In tech, everything moves quickly. So quickly, that there are times when a topic gains so much steam that the nomenclature and hyperbole used to discuss the topic are effectively separated from the technology that enabled it (see, “Cloud Computing,” “Big Data” and “SoLoMo”). The latest, persistent example in the ad industry is the ongoing debate about online tracking, a topic that includes increasingly muddled discussions around specific technologies, preferences and implementations including do-not-track signals, consumer choice and third-party cookies.

Ad-Tech Startups Gear Up for Run at TV, Print Ad Analysis March 13, 2013Dow Jones
Ad-Tech Startups Gear Up for Run at TV, Print Ad Analysis »

Startups that have made their mark helping businesses understand the return on their online advertising spending are bringing their technologies into traditional advertising channels, like television and print. While the effort could be quite lucrative--online advertising represents only a fraction of the total ad market--it brings with it new technological challenges and new competitors.

Programmatic Buying And The Evolution Of Ad Tech March 12, 2013Adotas
Programmatic Buying And The Evolution Of Ad Tech »

It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we’ve seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities. Some of these advances are shown on the accompanying timeline.

Marketing Attribution: What You Need to Know February 28, 2013Inc.
Marketing Attribution: What You Need to Know »

In the early stages of your company, you might need to bootstrap your marketing plan to build your brand. But as your company grows, you should invest more dollars to advance your sales and marketing efforts so you can better understand your customer base.

In order to target your customers, you need to analyze their behavior both online and offline. Before a customer makes a purchase, he or she can have several touchpoints with a brand through print, TV, or banner ads, but how do you evaluate the performance of each media channel?

Today's Burning Question: Firefox To Block Third-Party Cookies By Default February 27, 2013Adotas
Today's Burning Question: Firefox To Block Third-Party Cookies By Default »

Today, we asked our panel of industry experts: “What will be the implications of Mozilla’s intention to block third-party cookies by default in Firefox 22. Here's how they responded:

Worlds Collide! Bringing Offline Data To An Online World February 9, 2013Mediapost
Worlds Collide! Bringing Offline Data To An Online World »

One of the most complex challenges facing marketers is trying to measure and understand the impact offline or online marketing has on purchases, regardless of where they take place.

A classic example of this challenge is the difficulty in understanding the value of direct mail: Does it influence a customer to go online and make a purchase there, or ultimately in a store? How can one track it accurately? To truly understand the impact of the entire marketing mix, businesses need to understand what advertisements those buyers were exposed to before making a purchase.

Real-Time Bidding Reprograms the Future of Ad Buying February 7, 2013BtoBOnline
Real-Time Bidding Reprograms the Future of Ad Buying »

Real-time bidding—serving up display ads from a winning bidder within milliseconds directly to a targeted prospect—promises to reach mainstream maturity this year.

Beyond Big Data January 25, 2013CMO.com
Beyond Big Data »

In 2012, big data evolved from computational experiment to strategic investment. Successful CMOs now embrace big data analytics because they understand its impact on their organizations.

Adometry Has Raised $8 Million January 23, 2013Wall Street Journal
Adometry Has Raised $8 Million »

Adometry has raised $8 million  in new funding from its existing investors as it and other startups see a chance to help companies put a value on their online and offline advertising efforts.

Attribution Landscape In Flux, Adometry Raises $8M To Accelerate Platform January 22, 2013AdExchanger.com
Attribution Landscape In Flux, Adometry Raises $8M To Accelerate Platform »

The debate around multi-channel attribution is perhaps the essential marketing problem of this decade. Can you really optimize ad spend on a cross-channel basis, and at the impression level? Not yet. Will you be able to? A lot of smart money says yes, but it’s going to be a long and bumpy ride.

To Solve Cross-Channel Attribution, Adometry Raises $8 Million January 21, 2013AdWeek.com
To Solve Cross-Channel Attribution, Adometry Raises $8 Million »

As marketers advertise in more and more digital channels, more and more marketers need ways to gauge the value of those channels and calibrate their media spend proportionately. To do that, they need cross-channel attribution technologies, which are sorely lacking (as anyone checking out an industry conference will be surely attest). Cross-channel ad attribution firm Adometry has raised an $8 million funding round in hopes of pushing the business forward.

Marketing analytics firm Adometry nails down $8m to accelerate product development, recruit and expand. January 21, 2013TheNextWeb.com
Marketing analytics firm Adometry nails down $8m to accelerate product development, recruit and expand. »

Texas-based marketing analytics firm Adometry has secured an $8 million round of financing to fund recruitment and expansion into new territories.

The round was led by Shasta Ventures with participation from Austin Ventures and Sierra Ventures. In addition to the funds, Jason Pressman of Shasta Ventures will join the company’s board of directors.

Reaction To Facebook's New Search Feature January 15, 2013Adotas
Reaction To Facebook's New Search Feature »

Facebook’s introduction on Tuesday has, not surprisingly, elicited a flurry comments from interested Internet parties. Here’s what a few of them had to say.

Industry Leaders Offer Predictions For 2013 January 3, 2013Adotas
Industry Leaders Offer Predictions For 2013 »

As the page turns on another year, industry leaders provide their comments and predictions on what the future of online advertising holds for 2013, including Paul Pellman's thoughts on why big data reigns supreme. 

2012 News Coverage

Adometry Takes a Step to Integrate Attribution Data With DSPs December 6, 2012AdExchanger
Adometry Takes a Step to Integrate Attribution Data With DSPs »

It’s a common refrain that last click attribution is broken, but what should replace it has yet to be resolved. Algorithmic attribution modeling is perhaps the leading candidate, and vendors such as Visual IQ, Convertro, and Adometry are competing to provide solutions in this area. But these attribution specialists still struggle to make fractional attribution data available to marketers in ways that are actionable on their ad buying platforms of choice, without giving away too much data to those platforms.

Mobile Campaign Measurement: Reality Or Figment Of Our Imagination?  December 6, 2012MediaPost
Mobile Campaign Measurement: Reality Or Figment Of Our Imagination? »

Mobile devices present an opportunity for advertisers to reach consumers anywhere in the world at any time. While marketers can sense the impact of the mobile revolution, there's no scientific evidence to indicate whether mobile advertising drives conversions -- and if so, how? A recent poll of participants in an MMA webinar on mobile advertising found that 48% of marketers feel that measurement is their biggest challenge in new media platforms. It is likely due to this lack of confidence that mobile advertising only represents an average of 5% of advertisers’ total media spend (according to the IAB Internet Advertising Revenue Report), in spite of the massive uptick in mobile use.

Adometry and LiveRamp Meld to Offer Offline-Online Data November 27, 2012ClickZ
Adometry and LiveRamp Meld to Offer Offline-Online Data »

Direct response marketers spend a lot of time trying to analyze whether their online ad campaigns are getting people to click and buy. But linking these efforts to transactions that happen on the sales floor remains difficult. Analytics firms and digital marketing agencies alike are scrambling to help them, including ad analytics firm Adometry. The Austin, Texas-based company recently announced a partnership with LiveRamp, a company that focuses on getting offline data, such as lists of car purchasers, into online systems.

They May Not Know What It Is, But Your Prospects Love Advanced Attribution November 9, 2012Adotas
They May Not Know What It Is, But Your Prospects Love Advanced Attribution »

We all understand the imperative of serving the right ad, with the right message, at the right time to a brand’s intended audience. It’s one of the mantras of marketing today. Marketers themselves understand better than anyone the brands they represent and the audiences they need to reach. But marketers can work more efficiently and effectively with insights gained from advanced attribution about the right time to reach that audience, and even about what the right message looks like.

LiveRamp and Adometry Bring Offline Data to Online Measurement for Marketers November 8, 2012MarketWatch
LiveRamp and Adometry Bring Offline Data to Online Measurement for Marketers »

Adometry, Inc., the leader in cross-channel attribution, today announced a strategic partnership with LiveRamp, the business that enables companies to make their offline data actionable in online advertising. The integration of LiveRamp's powerful offline-online data matching solution with Adometry Attribute(TM) finally gives marketers the ability to see the impact their cross-channel efforts have on total purchases, not just online purchases, thus generating significantly improved optimization.

Booyah Advertising Informs Clients of Campaign Performance With Adometry Attribute October 16, 2012Yahoo Finance
Booyah Advertising Informs Clients of Campaign Performance With Adometry Attribute »

Adometry, Inc., the leader in cross-channel attribution, today announced that Booyah Advertising, a full service digital agency, is measuring the effectiveness and optimizing customer cross-channel ad campaigns using Adometry Attribute™. The decision to provide advanced attribution technology to clients is fueled by requests from Booyah customers such as Dish Network, Blockbuster, Manilla and others to better understand how various campaign elements were performing and impacting each other.

Why Last-Click Doesn't Tell the Whole Story October 11, 2012DigiDay
Why Last-Click Doesn't Tell the Whole Story »

The fallacy of the current, and increasingly antiquated, last-click standard is that it assumes that if any media touch point is in the path of a conversion, it deserves a share of credit. There is a fundamental difference between causality and correlation, and only an advanced attribution approach can adequately uncover that difference.

Three Simple Steps You Can Take Today To Improve Media Buying October 10, 2012MediaPost
Three Simple Steps You Can Take Today To Improve Media Buying »

Every election year, the topic of dirty attack ads comes up. Pundits chastise candidates about the advertisements and everyone agrees that politics would be better if candidates focused on positive messages. Yet negative political ads live on despite the finger-wagging. Why? Because campaigns have looked at the history of attack ads and carefully monitored their results using very sophisticated approaches. And the data shows they work.

Overlap Reporting And Advanced Attribution September 25, 2012MediaPost
Overlap Reporting And Advanced Attribution »

In an effort to maximize conversion rates, today’s online marketers take advantage of myriad channels and ad types to reach their customers. They also employ a number of cross-channel strategies to reach users at more moments of purchase consideration, increasing awareness and the probability of conversion -- but that also makes managing and optimizing campaigns increasingly complex. This leads advertisers to wonder, “How much is too much?”

Adometry® Vice President of Products John Dietz and Tina Moffett, Analyst at Forrester Research, to Discuss the Benefits of Adopting an Advanced Attribution Solution September 24, 2012MarketWatch
Adometry® Vice President of Products John Dietz and Tina Moffett, Analyst at Forrester Research, to Discuss the Benefits of Adopting an Advanced Attribution Solution »

This Thursday at the Measuring the Cross-Channel Customer Experience with Advanced Attribution webcast, John Dietz, Vice President of Products at Adometry, Inc. will lead a discussion with guest speaker Tina Moffett, Analyst, Forrester Research, Inc. to reveal how marketers can understand and optimize the multiple parts of their marketing campaigns that are driving conversions, both online and offline, using a data-driven, advanced attribution solution. Dietz and Moffett will point out the differences between the various attribution methodologies and why they're not all created equal. They'll also explain how to get started with an advanced attribution solution, including pitfalls to avoid, best practices and the top three things to look for when choosing an advanced attribution vendor.

Adometry®  CEO Paul Pellman to Discuss Proven Benefits of Advanced Attribution at The Attribution Revolution Event September 18, 2012Yahoo! Finance
Adometry® CEO Paul Pellman to Discuss Proven Benefits of Advanced Attribution at The Attribution Revolution Event »

This Wednesday at The Attribution Revolution event in New York, Paul Pellman, CEO of Adometry, Inc., recently named a leader in advanced attribution by The Forrester Wave™: Interactive Attribution Vendors, Q2 2012, will join a panel of executives from leading vendors to discuss today's probing questions in media measurement. Providing real-life examples of advanced attribution done right, Pellman will demonstrate how Adometry effectively addresses the challenge of measurement as companies seek to understand and assign values associated with complex cross-channel campaigns.

Leading Online Retailer ideeli Selects Adometry® to Optimize Cross Channel Marketing Campaigns September 12, 2012Yahoo! Finance
Leading Online Retailer ideeli Selects Adometry® to Optimize Cross Channel Marketing Campaigns »

Adometry, Inc., the leader in cross channel attribution and ad verification, today announced that ideeli has chosen Adometry Attributeto measure and improve the performance of advertising campaigns across display, email, search and social online marketing channels. With more than 5 million members and over 1,000 brand partners, ideeli is one of the fastest-growing online retailers in the U.S. By leveraging the Adometry solutions, it is maximizing conversions with its cross-channel advertising campaigns.

"Our customers are savvy online shoppers, so it is important to us that we are reaching the right people, at the right time and in the right place to elicit a positive response from consumers," said Dan Kirchgessner, Director of Advertising at ideeli. "Working with Adometry, we're leveraging the most advanced attribution and ad verification technology available to help us quickly understand what's working so we can optimize our media spend and improve the consumer's experience with our campaigns. We are seeing a substantial impact that display has on member sign-ups, first time purchases and repeat purchases."

Adometry CEO Paul Pellman Addresses Financial Services Firms on Developing Successful Cross-Channel Marketing Strategies September 4, 2012MarketWatch
Adometry CEO Paul Pellman Addresses Financial Services Firms on Developing Successful Cross-Channel Marketing Strategies »

This Wednesday at the Data-Driven Strategic Marketing webcast sponsored by the AMA and ThinkVine, Paul Pellman, CEO of Adometry, Inc., will join a panel of industry leaders led by Forrester Research to discuss how marketers can successfully develop integrated cross-channel marketing strategies. Providing examples of advanced attribution done right, Pellman will explain how Adometry effectively addresses the challenges of cross-channel campaign measurement, changing consumer behaviors and organizing marketing departments to collaborate with agencies, cross-channel attribution providers and marketing mix optimization providers.

Data and Frequency Capping Can Drive Better Media Buying: Q&A August 28, 2012Chief Marketer
Data and Frequency Capping Can Drive Better Media Buying: Q&A »

Media planners have traditionally relied on measurements such as clicks and unique visitors to guide their online buys, says Adometry vice president of products John Dietz. But a combination of shifts in the metrics used, as well as frequency capping within and across ad networks, can significantly boost their programs’ effectiveness. Dietz discusses his theories and research with Chief Marketer.

Magnetic™ to Host August 15, 2012Virtual Strategy Magazine
Magnetic™ to Host "Attribution Revolution" Event in New York City »

Top Industry Experts From Google, Adobe, Adometry and C3 Metrics To Debate Hot Topic. 

Magnetic, the leader in search retargeting, announced today The Attribution Revolution (www.attributionrevolution.com), an upcoming event that will provide a deep dive into the probing questions that surround media measurement in today's digital age. Presented by Magnetic, the live event will feature a panel discussion comprised of some of the greatest minds in digital ad measurement, providing an opportunity for attendees to engage with the experts.

Adding Advanced Attribution To The Purchase Funnel August 8, 2012MediaPost
Adding Advanced Attribution To The Purchase Funnel »

The purchase funnel -- aka the marketing, conversion, or sales funnel -- has long been the backbone of traditional marketing programs. First introduced in 1898, it depicts the theoretical journey that consumers take from their initial exposure to a brand to their becoming first time and ultimately repeat customers. The original purchase funnel, or the AIDA model, characterizes this journey as a series of four stages: awareness, interest, desire and action. Since its initial adoption, the funnel has been updated to include CRM concepts such as loyalty and advocacy, and to address the maturation of buyers’ behavior over the last century, but the concept has largely withstood the test of time.

Adometry® CEO Paul Pellman to Discuss Proven Benefits of Advanced Attribution at OMMA Data & Targeting Event July 23, 2012Reuters
Adometry® CEO Paul Pellman to Discuss Proven Benefits of Advanced Attribution at OMMA Data & Targeting Event »

This Wednesday at OMMA Data & Targeting in Los Angeles, Paul Pellman, CEO of Adometry, Inc., the leader in advanced attribution and online media verification technology, will join a panel of executives from leading vendors to discuss the evolution and advancement of attribution strategies and technology. Providing real-life examples of advanced attribution done right, Pellman will demonstrate how Adometry effectively addresses the challenge of measurement as companies seek to understand and assign values associated with complex cross-channel campaigns.

Integrating Email Analytics with Other Channel Metrics Allows Greater Flexibility, Quicker Response and Closer Collaboration July 18, 2012BtoBOnline
Integrating Email Analytics with Other Channel Metrics Allows Greater Flexibility, Quicker Response and Closer Collaboration »

There are multiple touch points in any marketing campaign. A customer may have seen a few display ads, clicked on a social link, searched a website and read several email marketing messages before making a purchase. John Dietz, VP-products at Adometry Inc., said his company typically sees about four to 10 touch points before conversion; yet most companies attribute the last touch as the one that helped convert a prospect to a customer.

Measuring The 'Facebook Effect' On Ad Campaign Performance July 17, 2012MediaPost
Measuring The 'Facebook Effect' On Ad Campaign Performance »

In the week leading up to the Facebook IPO, news broke that General Motors was pulling $10 million in display advertising from the world’s largest social network due to poor performance. But after digging into the story a little deeper, one thing became clear: There seemed to be an issue with how GM was measuring its display advertising campaign performance.

Adometry, Empower MediaMarketing Advance Attribution June 29, 2012MediaPost
Adometry, Empower MediaMarketing Advance Attribution »

Adometry and Empower MediaMarketing have partnered to help advertisers reach target audiences across online, social, e-mail, video and mobile channels.

Validating Attribution Models June 1, 2012Mediapost
Validating Attribution Models »

Peter Norwood discusses validating attribution models with data-driven metrics.

Frontiers in Attribution Modeling; Questions for Initiative EVP Bret Leece May 22, 2012AdExchanger.com
Frontiers in Attribution Modeling; Questions for Initiative EVP Bret Leece »
How Online Measurement Is Transforming the Traditional Ad World May 22, 2012Adotas
How Online Measurement Is Transforming the Traditional Ad World »
Adometry moves to enhance online ad space for advertisers May 18, 2012BizReport
Adometry moves to enhance online ad space for advertisers »
  May 17, 2012Adotas
Adometry leverages attribution data in a new media modeler »
  April 30, 2012Adometry, Inc.
Adometry® Named a Leader in Interactive Attribution by Top Independent Research Firm »
Adometry Cross-Channel Attribution Integrates Offline Data April 20, 2012MediaPost
Adometry Cross-Channel Attribution Integrates Offline Data »
New releases to help with online, offline campaigns April 20, 2012BizReport
New releases to help with online, offline campaigns »
  April 19, 2012adotas
Adometry Incorporates Impact Of Print, TV, Weather And More Into Attribution Services »
  April 17, 2012Yahoo! Finance
ChaCha Partners With Adometry to Ensure Digital Advertising Quality »
Optimization Vs. Attribution: How They're Different, And Why This Matters April 10, 2012MediaPost
Optimization Vs. Attribution: How They're Different, And Why This Matters »
Agencies: Place Data, Tech Advances In Context March 28, 2012MediaPost
Agencies: Place Data, Tech Advances In Context »
  March 19, 2012Austin Business Journal
Bazaarvoice's Dodd switches to Adometry »
Recognizing the Benefits of Attribution for Publishers and Advertisers March 12, 2012admonsters
Recognizing the Benefits of Attribution for Publishers and Advertisers »
A Scientific Model For Multi-Touch Attribution And Ad Optimization March 1, 2012MediaPost
A Scientific Model For Multi-Touch Attribution And Ad Optimization »
  February 24, 2012Adotas
The Evolving World Of Ad Verification »
  February 16, 2012BizReport
Adometry tapped by major publishers to protect ad inventory »
  February 3, 2012MediaPost
Designing An Accurate Global A/B Test To Improve Campaign Optimization »
  January 25, 2012iMedia
How to know when retargeting will make a difference »
  January 20, 2012AdMonsters
Attributes of Attribution: Q&A With Paul Pellman, CEO, Adometry »
  January 20, 2012MediaPost
Adometry Seeks To Move Beyond Lookalike Targeting, Integrates Attribution »
  January 20, 2012Adotus
Adometry Releases Enhanced Attribution Software Suite »
New Advertising Tools Will Help Brands Make Most Of $40b Spend January 9, 2012BizReport
New Advertising Tools Will Help Brands Make Most Of $40b Spend »

2011 News Coverage

  December 7, 2011BizReport
Adometry integrations should free more customer data for marketers »
  November 29, 2011adotas
When Is Audience Targeting Worth It? »
Display and Attribution: Keys To Maximizing Holiday Search Marketing Investments November 10, 2011MediaPost
Display and Attribution: Keys To Maximizing Holiday Search Marketing Investments »
BrightEdge Bridges Search, Social Into Next-Gen Platform October 14, 2011MediaPost
BrightEdge Bridges Search, Social Into Next-Gen Platform »
Adometry Tools Focus Marketers' Media Spend September 28, 2011Media Post
Adometry Tools Focus Marketers' Media Spend »
  August 10, 2011Adotas
Web Analytics and Ad Analytics: Can You Spot the Difference? »
  July 25, 2011Internet Retailer
Adometry Launches an Attribution Index to Help Online Marketers »
  June 29, 2011Austin Business Journal
Survey: Local online advertising to rise »
  June 16, 2011Biz Report
Forrester Study: Brands would increase online spend if metrics were better. »
  June 16, 2011SPAMfighter News
Ad Hijacking Campaign Increasing, Warns Adometry »
  June 7, 2011Adotas
Adometry Discovers Massive Cross-Channel Ad Hijacking Scam »
Search Hijacking Scheme Without The Click June 6, 2011Media Post
Search Hijacking Scheme Without The Click »
  May 25, 2011Microsoft & Adometry's Malware Lab
Online Ad Fraud: A Business Model at Risk. »
  March 23, 2011Business Wire
Adometry First Ad Verification and Attribution Provider Certified for Google Display Network »
  March 23, 2011Texas TechPulse
Adometry Gets Google Certification »
  March 2, 2011IAB Smart Brief
Click Forensics Takes New Name After Adometry Buy »
  March 2, 2011BtoB Magazine
Adometry is New Name for Click Forensics Following Acquisition »
  March 1, 2011Northwest Innovation
Adometry Acquired by Click Forensics »
  March 1, 2011Texas TuchPulse
Click Forensics buys Adometry »
  March 1, 2011Austin Business Journal
Click Forensics Acquires Washington State Firm »
  March 1, 2011TechFlash
Click Forensics buys Adometry »
  March 1, 2011Austin American Statesman
Click Forensics Makes Acquisition »
  March 1, 2011Click Z
Click Forensics Acquires Adometry and its Name »
  March 1, 2011ADOTAS
Click Forensics Takes Adometry's Name with its Tech »
  March 1, 2011Internet Retailer
Click Forensics is now Adometry »
  March 1, 2011Seattle Times
Adometry Sold, Does Texas Two Step »
  March 1, 2011Adexcahnger.com
With Eye on Ad Analytics, Click Forensics Acquires Adometry; Takes on New Name »
  March 1, 2011Media Post
Click Forensics Buys Adometry »
  March 1, 2011TechCrunch
Click Forensics Acquires, Becomes Adometry And Launches Ad Analytics Suite »
  February 26, 2011BizReport
Adometry beta-launches display ad verification platform »
  February 23, 2011ADOTAS
Mapping out the non-proprietary search space »
  January 28, 2011AdExchanger.com
Click Forensics CEO Pellman On The Malware And Malvertising Fronts »
  January 28, 2011InformationWeek
Malware Driven Banner Ad Attacks Rising »
  January 28, 2011MediaBuyerPlanner
Click Forensics Reports Fraud Down »
  January 26, 2011IDG News Service
Click Fraud Drops Slightly in Q4 »
  January 26, 2011PCWorld
Click Fraud Drops Slightly in Q4 »
  January 26, 2011Computerworld Australia
Click Fraud Drops Slightly in Q4 »
  January 26, 2011Marketing VOX
Click Fraud Drops to 19.4% in Q4 »
  January 26, 2011SearchEngineWatch
Click Fraud Falls in Q4 2010 »
  January 26, 2011TexasTechPulse
Click Forensics Sees Drop in Click Fraud »
  January 26, 2011Web Pro News
Click Fraud Falls in Q4 2010 »
  January 26, 2011Search Engine Land
Report: Click Fraud Rate Drops to 19.1% in Q4 2010 »

2010 News Coverage

  December 22, 2010TechCrunch
Anchor Intelligence Heading to the Deadpool after Facebook Acquisition Fell Apart »
  November 24, 2010ADOTAS
eZanga Steps Up Click Fraud Deterrent »
  November 8, 2010MarketingVOX
As Mobile Sites Proliferate So Does Fraud for Both User and Advertiser »
  November 1, 2010New York Times
Drilling Down: Click Fraud Climbs with Mobile Gear »
  October 28, 2010Search Engine Watch (Blog)
Click Fraud Rising: Should you be concerned? »
  October 22, 2010AdExchanger.com
ClickForensics CEO Paul Pellman Says Too Much Money Being Spent on PPC To Not Have a Few Muck It Up with Fraud »
  October 21, 2010Forbes.com
Record Click Fraud Boosted by Fake Video, Cell Phone Traffic »
  October 21, 2010PCMagazine
Report: Click Fraud Skyrockets »
Report: Click Fraud Reaching New Heights October 20, 2010Media Post
Report: Click Fraud Reaching New Heights »
  October 20, 2010USA Today
Escalating click fraud erodes credibility of online advertising »
  September 29, 2010MarketingVOX
Real Time Bidding: the Sleeper Ad Technology Growth Story »
  September 14, 2010iMedia Connection
Display's Biggest Issue: Where are the Metrics? »
  August 3, 2010Business Video Technet
Digital Element's IP Intelligence Technology Adds Geographic Metrics to Adometry's Ad Verification and Effectiveness Software »
  July 22, 2010BizReport
Click fraud, captcha breakers threatening brands »
  July 21, 2010MediaPostSearchBlog
Fake Company PPC Ads Landing on Engines and Web Sites »
  July 21, 2010MarketingVOX
Marketing Data Roundup: Click fraud rates on the rise »
  July 6, 2010ADOTAS
Adometry Slaps Some Integrity Into Your Inventory »
  July 1, 2010MarketingVOX
Verification Tech Moves to Display Ads – Bearing Analytics »
  June 30, 2010Austin Business Journal
Adometry reveals investors in $6 million round »
  June 30, 2010Paidcontent.org
Anti-click fraud startup Adometry raises $6 million »
  June 24, 2010Media Post
Will IAB Networks And Exchanges Guidelines Live Up To Promise? »
  June 14, 2010Media Post
Point of View: Display Advertising 2.0: Brand Safety is Just the Tip of the Iceberg »
  June 11, 2010iMedia Connection
Demystifying the world of ad networks »
  May 20, 2010The Wall Street Journal
Microsoft Files Click Laundering Suits »
  May 19, 2010eWeek
Microsoft Files 2 Lawsuits Alleging Online Ad Fraud »
  April 26, 2010USAToday
Cybercriminals increasing Internet advertising click fraud »
  April 23, 2010The Last Watchdog (Blog)
Botnet-driven click fraud attacks pilfering millions from advertisers »
  April 23, 2010BizReport
Click Forensics addition serves ads in Real-Time »
  April 20, 2010ADOTAS
The Amazing Click Forensics Predicts Your Traffic Quality »
  April 20, 2010Media Post
LucidMedia Partners with Click Forensics to Improve Traffic, Audience Verification »
  April 12, 2010New York Times
Drilling Down: Kicking Cash to Nefarious Clickers »
  April 9, 2010BizReport
Reports: Click fraud continues to be a growing problem »
  April 8, 2010Media Post
Click Fraud in Social Networks Eases, But Rises to Highs Overall »
  April 8, 2010Security Pro News
Social Networks See Lower Click Fraud Rates »
  March 29, 2010iMedia Connection
8 ways you're being cheated on display ads »
  March 1, 2010SEMGeek (Blog)
An Exclusive Interview with Paul Pellman - CEO of Click Forensics, Inc. »
  March 1, 2010AXcess News
New display ad platform promises to combat impression inflation »
  February 26, 2010AdExchanger.com
Adometry CEO Paul Pellman Discusses Impression Inflation, Competitive Set and New Platform »
  February 8, 2010NOW Magazine
The seedy side of the online marketplace »
  January 28, 2010DMNews
Click Fraud Up During Q4 2009: Adometry »
  January 27, 2010BtoB
Click fraud dropped in fourth quarter »
  January 20, 2010ADOTAS
Industry Roundup – Adknowledge/MIVA Partner with Adometry »
  January 20, 2010BizReport
Report: Q4 click fraud decreased 2% YOY »
  January 20, 2010ADOTAS
The Year and Holidays in Click Fraud »
  January 19, 2010PCWorld
Click Fraud Rate Relatively Low in 2009's Q4 »
  January 19, 2010BizReport
Adknowledge Taps Adometry for Traffic Scoring »

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