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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in