Report: Adtech and data tracking use is up, but attribution sophistication still lacking

Latest report from IAB on investment into ad technology shows rise in spending on DMPs, tag management and ad viewability tracking, yet a gap between attribution modelling familiarity and usage

Agencies are stepping up their use of attribution modelling, ad fraud detection, data management platforms, brand safety and ad viewability tracking as they strive for more effective results, a new report from IAB has found.

The State of the Industry: Marketing and Advertising Technology Report was commissioned by the Interactive Advertising Bureau’s technology council to investigate the use of adtech and martech across the industry.

Overall, agencies and marketers are starting to take better control of their ad spending and campaign monitoring, with increasing use of tracking technologies. For example, agencies, clients and publishers are all increasing their use of data management platforms (DMPs) and tag management as they look to improve their ability to better track and optimise marketing activity.

The top five list of technologies with increased usage year-on-year were attribution modelling (12 per cent), ad viewability tracking (12 per cent), DSPs (12 per cent), tag management (10 per cent) and DMPs (9 per cent).

But despite seeing a 13 per cent lift in attribution modelling technology investment year-on-year, the report showed only half of marketers are actually using attribution modelling at present, something the IAB suggested showed the gap between familiarity and usage of attribution modelling and the need for more industry-wide education around the subject.

Other technologies identified as investment in the next six months were data visualisation, DMPs and ad fraud detection technology.

The most used technologies in 2015 were Web analytics (90 per cent), ad serving (88 per cent), tag management (85 per cent), mobile analytics (84 per cent) and retargeting (83 per cent). Not surprisingly, these technologies, along with CRM and ad viewability tracking, were the technologies publishers said they were most familiar with.

“It’s clear attribution is now both a need and an opportunity for marketers, highlighting the ongoing importance of the measurement of effectiveness,” commented IAB Australia CEO, Vijay Solanki. “This is a core part of our brand, so IAB will continue to work closely with marketers to provide them the support they need.”

The report is the second annual adtech study by IAB and was based on a survey of nearly 200 Australian agency and marketing representatives. IAB says the majority had at least six years’industry experience, and held senior positions in their organisations.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in