Event Calendar

Wednesday, February 3, 2021

DAA Philadelphia Chapter Event | Does Ad Context Matter?

Start Date: 2/24/2021 4:00 PM EST
End Date: 2/24/2021 5:00 PM EST

Venue Name: Zoom


Organization Name: Digital Analytics Association

Contact:
DAA Membership Team
Email: info@digitalanalyticsassociation.org
Phone: (781) 876-8933

Wednesday, February 24 | 4:00 PM - 5:00 PM ET

The promise of digital marketing is that we can target users no matter where they travel across the internet. But does the ad context -- which website an ad appears on and what content it appears with -- matter? Along with two collaborators from Europe, Elea Feit did an in-depth analysis of a policy change at an ad exchange. Before the change advertisers did not know where their ads would appear. After the change, advertisers knew the subdomain where the impression would appear. The study finds that prices for ads at all websites went up when the subdomain was available to advertisers. Context matters to advertisers!

 
There are many reasons this may matter to you. Practically, it suggests that advertisers should be thinking about which site or platform will return the highest value. And this will become even more important as the death of cookies makes it harder to target users based on their behavior. The news for publishers and ad-networks is that increasing context transparency will reward most reputable publishers with higher ad prices. In this case, it looks like it’s win-win-win; advertiser, publisher and the ad-network in the middle.

Launching from a summary of this research, Elea will host a lively discussion with Dan Hall (from ad agency LevLane), Daniel Spinosa (most recently at Comcast, a digital ad publisher) and you, members of the digital analytics community. 

Other Goodies
Door prizes MAY include. These are all subject to confirmation
  • 1 gift card from our sponsor, FirstPro via Jeff Burkhardt
  • 2x Facebook Portals from Tinuiti, via Andrew Richardson
  • 1x book on marketing analytics via Elea Feit
This event is FREE!

Location

Anywhere through Zoom.


Register Here

Speaker

Elea Feit is an assistant professor of marketing at Drexel University’s LeBow College of Business. 

Her research focuses on leveraging customer data to make better product design and advertising decisions, particularly when data is incomplete, unmatched or aggregated. Much of her career has focused on developing new quantitative methods and bringing them into practice, first working in product design at General Motors, then commercializing new methods at the marketing analytics firm, the Modellers, and most recently as the executive director of the Wharton Customer Analytics Initiative, where she built the academic-industry partnership program. 

Feit brings a rich understanding of industry problems to her research, which has been published in top-tier journals including Management Science and the Journal of Marketing Research. She makes analytics accessible to a broad audience and is active in several practitioner conferences including the INFORMS Business Analytics Conference and the AMA Advanced Research Techniques forum. She regularly teaches popular tutorials and workshops for practitioners on marketing experiments, marketing analytics in R, discrete choice modeling and hierarchical Bayes methods as well as undergraduate and MBA classes in data-driven digital marketing. 

Thank you to our event sponsor!