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

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in