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

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in