Bringing the Truth to Digital
Brian GleasonFebruary 18, 2015
2015 marks the 20th anniversary of digital advertising – an industry that has had unprecedented growth since its naissance. Digital changed everything for marketers. It allows for the creation of addressable, informed, nimble advertising unlike anything possible before. Using digital capabilities, a marketer can address specific audiences based on data collected online such as their location, previous site visits, etc. Advertisers can inform their creative based on target audiences observed characteristics. And, digital ads are nimble and can react to triggers such as audience behaviors or life events.
The issue that still remains in our industry is verification. As a recent ANA Report stated, “At current bot rates, advertisers will lose approximately $6.3 billion globally to bots in 2015.” (1). This illustrates just how significant the concerns of fraud, viewability, and attribution have become for digital advertisers. Creating verifiable solutions for these issues is the next frontier for marketers looking to take digital to the next level and keep on par with projected growth rates. In the past 20 years, the verifiable truth has been absent. The future of the industry hinges on marketers’ ability to bring the truth to digital.
At Xaxis, we are building the truth by providing our clients with a complete digital visualization and verification of their audience and the technology and media that we use. To do this, we focus on 3 business platforms: Data-Informed Media, Unique Proprietary Audiences and Attribution beyond the last click. I explain why these are so powerful below.
First, success in our industry is not about simply having access to big data; it’s about the right data and how you inform your digital strategy with it. Therefore, every aspect of our business relies upon being data-informed - from activation to experience, advertising, inventory and most importantly, media. By remaining informed, we can be confident that the audiences we provide are safe and real. And, to prove our commitment, we promise our clients viewability 100% of the time using Xaxis Prime. Focusing on data-informed media allows us to deliver on this promise.
Our second business platform - unique proprietary audiences – are empowered by Turbine, our next-generation DMP - the only one of its kind in the industry today. Turbine audiences are built from a complete digital silhouette in real-time, combining 1st, 2nd, and 3rd party data freeing advertisers from commoditized market noise. Xaxis Proprietary Audiences are verified because they are only built from factual, observed consumer behavior. This provides our clients with unparalleled differentiation from the open market.
Finally, last click attribution is nothing new in measurement and reporting, but it is not the best measure of effectiveness. By 2018, the web will account for 59% of all retail sales (2), so understanding exactly how audiences are consuming media and converting to sales is becoming increasingly important. Xaxis’ closed loop reporting strategy provides attribution beyond the last click and gives a full transparency into how audiences are interacting with your brand. This granular information empowers advertisers to be more impactful and to tie their revenue directly to brand revenue.
2015 will be an interesting and aggressive year for the digital media industry with unprecedented growth rates expected. There is always much to be improved upon, but by maintaining focus, we at Xaxis are confident that our focus on bringing the truth to digital will keep our clients ahead of the game.
1. Doyle, Sheelagh and Torode, Jennifer. “ANA/White Ops Study Reveals Extent of Advertising Bot Fraud.” Associate of national Advertisers. 9 Dec. 2014. Web. 9 Feb. 2015.
2. Mulpuru, Sucharita. “US Cross-Channel Retail Sales Forecast: 2014-2018.” Forrester. 24 July 2014. Web. 9 Feb. 2015.