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A MARKETER’S GUIDE
8 Mobile Experts Share Tips on
Solving For Cross-Device Attribution
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INTRODUCTION
With consumers moving between their devices and across channels,
the path-to-purchase is no longer linear. Today’s purchasing journey
looks more like a flight map with consumers researching on one
device, and buying on another, while engaging with a variety of
media types. This has created the ultimate measurement challenge
for marketers as they strive to measure the success of their
marketing strategies.
The only way to gain an accurate view of your marketing mix is
to develop a deeper understanding of attribution and the value
that each strategy, device, and channel adds to your overall
plan. Consumer engagement with online video may differ from
engagement with ads on a mobile device, which might differ from
display ads on a desktop. These differences can help marketers
understand which channels are best used for influencing consumers,
and which are best for driving conversions.
Last touch or last click will never work with a non-linear purchasing
path, and there is no concrete, one-size-fits-all answer to the right
attribution model. Advertisers hold their own keys to driving more
precise measurement. With the right mix of performance insights
and expert-guided considerations, marketers can tailor their
attribution analysis specifically to their own cross-channel strategy.
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To aid you on your quest to attribution nirvana, Magnetic rounded up industry experts from
its Attribution Revolution series, including rockstars from Google, Tapad, Facebook, PlaceIQ,
C3 Metrics, Integral Ad Science, M&C Saatchi Mobile and Magnetic.
In this ebook, experts share their tips and advice on several topics:
PAUL PELLMAN
NICK JORDAN
LAUREN GRIEWSKI
DUNCAN MCCALL
Overcoming Attribution
Challenges
Implementing a CrossDevice Strategy
Personalizing the
Mobile Experience
Understanding the Customer
Journey with Mobile
JEFF GREENFIELD
KIRIL TSEMEKHMAN
STEVE DEANGELIS
JAMES GREEN
Building an
Attribution Model
Measuring and Applying
Attribution
Mobile Attribution An Agency Perspective
Creating an OmniChannel Strategy
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TIPS FOR OVERCOMING ATTRIBUTION CHALLENGES
Paul Pellman, Director/Head of Adometry, Google
How is mobile changing the game for advertisers?
Mobile is how most people are interacting with the web, and it’s now
changing the way that people are interacting with each other. For a lot of
market segments, mobile is the only way that people access the Internet.
As a marketer, it’s an incredibly powerful vehicle to reach customers, if
used appropriately. It’s extremely important because it has scale.
What do you think is the greatest challenge for
mobile advertisers?
Although mobile has scale, it offers some great challenges in regards
to conversions. An online form, for example, just doesn’t work as well
on a mobile device for some types of conversion. If I need to fill in a lot of
information on a complex form (to apply for auto insurance, for example), I’m
probably going to go to my laptop versus using my mobile phone.
So as a conversion vehicle, mobile can many times fall short.
But, there are some examples where mobile is actually working well
to drive conversions. Some flash retail sites, for example, are driving
an incredible number of transactions through mobile devices. If you’ve
connected your phone to your registration (and credit card information),
you’re immediately alerted when something goes on sale. And, you can
immediately look at it, and push a button to purchase.
How do marketers need to address attribution with
mobile devices?
As a marketer, you have to take into account the different devices people
are using, or you’ll have an incomplete picture. Users are seeing a
stream of media across their different devices, and to really understand
performance, you have to determine how to fractionally allocate credit
accurately across that stream of media.
We currently live in a last-click, last-touch world, and that undervalues the
real impact that mobile is having on conversions. If you are using a lastclick, last-touch model, and you’re not taking into account cross-device
influences, you’re never going to be able to do mobile marketing well. If
you are really looking at mobile as a channel you want to use, you need to
have a measurement platform that works with your media efforts to ensure
you understand the real credit that mobile is getting.
My advice to any organization that is serious about understanding the
impact of all marketing efforts is to first do an honest assessment of what
you can measure. Identifying the holes, or where the data is lacking depth,
typically will lead you to the areas where investing in data science will have
the greatest impact.
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We currently live in a last-click, last-touch world,
and that undervalues the real impact that
mobile is having on conversions.
— PAUL PELLMAN
Director/Head of Adometry
Google
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TIPS FOR IMPLEMENTING A CROSS-DEVICE STRATEGY
Nick Jordan, SVP of Global Strategy, Tapad
How would you describe today’s advertising ecosystem, and what
challenges do marketers come up against with the rise of mobile?
Ten years ago, the advertising ecosystem was much simpler because users
were only using a single digitally-connected device. Now we have tablets,
smartphones, wearables and TVs, all on top of the computers we use every
day. For a marketer, that makes understanding the user’s behavior very
difficult. A big challenge for marketers is anticipating where a user is in their
day, and showing them the right message at the right time.
According to a recent Forrester study commissioned by Tapad, people
now own more connected devices than ever, with 70% of connected
consumers indicating that they personally use three or more devices in a
day. Marketers need to concentrate on finding those users, understanding
them across all of their devices, and making the messages consistent.
What are your recommendations for a strong cross-device strategy?
The right tactics for a successful cross-device strategy are going to vary
based on the vertical, the brand and the objective of the campaign. Perhaps
the most important thing a marketer can do is to try to understand the crossdevice nature of their audience. Companies like Tapad make this possible
through rich cross-device analytics. We suggest every client set aside a percentage of campaign budgets,
dedicated to understanding the behavior of their users. This data can then be
leveraged in subsequent campaigns to optimize things like global frequency,
message sequencing, creative improvements, etc.
How do today’s technologies play a role in cross-device strategies?
Unfortunately, many marketers are using technologies built a decade ago that
no longer fit today’s multi-device marketing funnel. We are all trying to take
those technologies and shoehorn them into this new paradigm, and that’s
slowing the adoption of cross-device marketing. Most advertisers are always
thinking about the cookie because that’s what’s been ingrained in us, but if
that’s your main focus, then you are already going down the wrong path.
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Most advertisers are always thinking
about the cookie because that’s what’s been
ingrained in us, but if that’s your main focus,
then you are already going down the wrong path.
— NICK JORDAN
SVP of Global Strategy
Tapad
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TIPS FOR PERSONALIZING THE MOBILE EXPERIENCE
Lauren Griewski, Client Partner, Global Marketing Solutions, Facebook
Why is mobile significant for today’s consumers, and what
does that mean for advertisers who are trying to target those
consumers effectively?
Mobile has become everyone’s best friend. Mobile is with you every
hour, apart from when you are taking a shower and sleeping. In fact,
when most people wake up, they reach for their mobile device. So, as a
marketer, that means you have the opportunity to connect with people
in a way that you’ve never connected with them before. That’s
personalized marketing at scale. The world has all of the targeting
capabilities for the mobile device - that’s not the challenge. The challenge
is breaking through all of the other things that will stand out and matter.
I think what’s really interesting is how much time consumers are spending
on their mobile devices. It provides a very powerful screen for marketers.
How should advertisers go about planning their creative strategy
around mobile?
I believe that a successful mobile ad creative strategy starts with an insight
about a consumer. Because you have the opportunity to connect with
them in such an interesting and meaningful way, marketers should really
understand who they are talking to first. That’s where your creative should
start. Let your brand speak to individuals. Don’t start with your brand first –
start with the individual first, as a person, and connect with them there.
How can marketers use mobile apps to personalize the
ad experience?
It’s important to distinguish between the mobile web and a mobile app.
The mobile web is an extension of your website on a mobile device, with a
similar look and feel. The benefit for a marketer is that any individual on any
type of mobile device can access the site. In addition, the assets and brand
equity are the same on mobile as on computer, which makes the transition to
mobile more seamless.
A mobile app is something a consumer downloads to their mobile device,
and it opens up a whole new world of creative possibilities for marketers.
Once the app is installed, marketers have more control over their presence
on a device than they would with a mobile website. Whether or not the
app is active, it’s still at work in the background collecting consumer data,
preferences and behaviors. This gives marketers a higher level of control
and flexibility to personalize the consumer experience. A marketer may,
for example, send a push notification based on a consumer’s location, or
their behaviors. Being given a prime piece of real estate on a consumer’s
phone also creates brand stickiness. The mobile app provides a much more
advantageous position than the mobile web giving marketers a corner on
what people use everywhere, everyday as an extension of themselves – their
mobile device.
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I believe that a successful mobile ad creative
strategy starts with an insight about a consumer.
Because you have the opportunity to connect
with them in such an interesting and
meaningful way, marketers should really
understand who they are talking to first.
— LAUREN GRIEWSKI
Client Partner, Global Marketing Solutions
Facebook
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TIPS FOR UNDERSTANDING THE CONSUMER JOURNEY WITH MOBILE
Duncan McCall, CEO and Co-Founder, PlaceIQ
How can advertisers use mobile to understand the customer journey?
Unlike other marketing channels that broadcast advertising to a wide net
of consumers, mobile serves both as a targeting tool and as a learning
mechanism. For the first time, mobile is enabling marketers to understand
what real-world behaviors occur throughout the day, not just at the point of
purchase. Consequently, we’re now able to grasp a profound understanding
of consumers: what appeals to them, where they dwell, where they work,
and where they dine, shop, go for fun, etc.
Using mobile as a sensor, brands are able – for the first time – to see which
competitors a consumer visited, and tailor their messages and timing
accordingly. The ability to understand this on an ongoing and dynamic
basis will have a profound impact on the purchase funnel, with the most
immediate opportunity being in media optimization and measurement. In
essence, mobile powers our understanding of the consumer journey
by creating a plethora of data that’s connected by an underlying
technology, uncovering a new model of the consumer journey.
What makes one ad more effective than another?
The more things change, the more they stay the same: effective ad delivery
still means reaching the right consumers, at the right time and place, with
relevant and meaningful messaging and creative. To break that down further,
reaching the right consumers means understanding what audiences you
should be targeting based on the purpose of the campaign (i.e. Is this a
competitive play? Are you trying to drive loyalty? Generate awareness?)
With the right analytics, brands can make informed decisions about who to
actually target with campaigns.
While it has always been intuitive, we are finally able to prove that effective
advertising is largely dependent on time and location. It’s about delivering
relevant messages to the appropriate audiences, and engaging them at the
most appropriate time and place. For example, imagine an auto brand that’s
trying to promote a new minivan to moms. By identifying moms who often
go the beach, and targeting them with a message about a unique built-in
vacuum (perfect for picking up sand), the auto brand is much more likely to
reach that audience with an ad that resonates. Finally, timing that message to
reach moms while they are at a competitive auto dealership is a definite plus.
How do you see the consumer landscape changing? Will
customers finally be able to get rid of ads that don’t apply to
them, or is there still a long way to go?
As data becomes the focus of advertising technology, one shift that
must occur is greater emphasis on the consumer experience. If you can
understand consumer behavior, you can be much more responsive to, and
respectful of, consumers’ preferences and the cadence of messages and
brand storytelling that will delight them. If you can spend ten dollars to find
the right consumer at the right time, that’s worth more than spending one
dollar on ten ads that may or may not be targeted appropriately. We believe
data science is helping the industry move in this direction, and I really believe
that three to five years down the road, the consumer experience is going to
be placed front and center of the marketing strategy – where it should be.
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As data becomes the focus of
advertising technology, one shift
that must occur is greater emphasis
on the consumer experience.
— DUNCAN MCCALL
CEO and Co-Founder
PlaceIQ
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TIPS FOR BUILDING AN ATTRIBUTION MODEL
Jeff Greenfield, COO/Co-Founder, C3 Metrics
What types of attribution models will help marketers look
beyond last click?
Any attribution model is better than last-click--with last-click, you reinforce
harvesting what’s already in your funnel, and you never invest in planting,
which means you can never effectively grow new crops, new revenue or
new leads beyond what’s already happening.
Once you make that cultural leap away from this two-decade-old method,
you’ll look at a couple of options, or use both but graduate from one to
the next. Usually the first step is using an econometric-based model. This
would set parameters based on econometrics of your vertical and your
specific business. In this case, your coefficients for different positions in
the funnel remain constant for every transaction, and the rules of play
never change (think four balls always equals a walk in baseball, three
strikes always equals an out, and those rules of play never change).
The first step of an econometrics-based model enables results very
quickly (no waiting nine months for data), and it’s a model that’s easy
to champion around your company and get buy-in to move away from
last click. The next type of model you might want to consider is one of
machine learning, whereby the coefficients can change from transaction
to transaction, and the transparency of the model itself is iterative. Think
of this as a self-driving car. It drives itself, and it does so based on the
circumstances and environment it encounters.
Typically, it may take up to 6-9 months of data collection before you can
start acting on the data. The downsides are higher cost, a longer wait, and
higher expectations to fulfill inside your company.
An alternative would be to take the first step of the econometrics model,
and then after a year or so, graduate into the next machine learning model
(just as someone might get a bachelor’s degree first and then move on to
get a master’s degree second.)
What happens when marketers look at last click or last view?
Looking at last-click or last-view ignores the very stimuli that creates
revenue. If you look at last-click metrics on paid search: you will cut all
non-branded terms as their CPA’s will be allegedly worse since last-click
gets all credit. As a result, revenue drops soon after.
With display, the same thing happens. Right off the bat, 40% of
attribution credit will be given to branded term search at the bottom of
the funnel using last-click. This robs you of 40% of your decision-making
power because you are creating or accelerating a consumer down the
funnel with upper and mid-funnel tactics, like non-branded search and
display, as branded term search is the thief of upper and mid funnel
growth.
What metrics should be used throughout the marketing funnel?
Fractionalized, full-funnel metrics using viewability controls, crossdevice controls, and conversion controls should be used throughout the
marketing funnel to prevent last minute “sneak-ins” and branded term
search from stealing 40% of your credit. Display is the hardest thing to
measure. Still (unless you are using something like C3 Metrics, which
has viewability built in to its platform) hardly anyone clicks on display
ads, but display has a real impact when displayed.
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Any attribution model is better than last-click-with last-click, you reinforce harvesting what’s already
in your funnel, and you never invest in planting,
which means you can never effectively grow new crops,
new revenue or new leads beyond what is already happening.
— JEFF GREENFIELD
COO/Co-Founder
C3 Metrics
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TIPS FOR APPLYING AND MEASURING ATTRIBUTION
Kiril Tsemekhman, Chief Data Officer and SVP, Integral Ad Science
What is biggest misconception in regards to attribution?
Ironically - it’s what attribution actually is. Typically a brand or an agency
works with different vendors to run a marketing campaign across different
media channels. Attribution is supposed to be used in two ways:
1. To evaluate the performance of each channel and vendor
2. To inform the marketer how to pay vendors in a way that incentivizes
them to do what is best for the brand
The two functions of attribution are related, but they are not the same.
Imagine a hockey team - five players on the ice. It’s tempting to judge
the performance of the players by the number of goals scored or by the
number of shots deflected. Well, in this case, only scorers and the goalie
will get any credit (recall ‘last touch’?). And what about the defenders
who protected their goals and started the attacks? Not only is this
‘attribution’ unfair, it is also damaging for the team: if everyone’s only goal
is to score, the team will be crushed. Measuring the performance of the
players therefore not only informs the coach of who played the best (and
the worst), but also helps in designing the right team strategy and incentives
for the players. If it wasn’t for the brilliant first pass, the goal would not have
happened - so the author of that pass should get credit for the goal, along
with the others who participated in it.
How should marketers think about measuring performance across
their advertising campaigns?
Regardless of the methodology, this should boil down to one simple thing:
Performance of any advertising campaign is measured by the ROI. The
ROI, in turn, is measured (where possible) by incremental sales generated
by the campaign. Any proxy measurements (e.g. CTR, CPC, CPA) are
flawed if they cannot be tied back to the true ROI.
A lot of sales happen even when a specific marketing campaign is not
running. These sales cannot have anything to do with that campaign and
should not be counted when estimating campaign performance. Only the
conversions above the baseline actually matter for campaign performance.
These are incremental, or causal, conversions. A traditional (although not
very frequently used in online advertising) method to measure incremental
conversion rate is an A/B test. If done right, an A/B test is the most direct
and reliable way to measure campaign performance. Any models should
be gauged and assessed by comparison to the results of A/B tests.
How does viewability play into proper attribution analysis?
A proper attribution model should organically account for viewability. On
the one hand, unviewable impressions obviously cannot have any value to
the advertiser: they should come out as having no effect on conversions.
Taking unviewable impressions out of performance calculation is cheating:
instead of ‘teaching’ the model to consider these impressions useless, we
prune them manually, leaving the model ignorant about the importance of
viewability. Even humans learn both from positive and negative examples;
so must the machines. If the model learns only from a specific (not
random) subset of impressions, it will not be able to correctly estimate the
baseline, and as a result, its estimate of campaign ROI will also be wrong.
Attribution models should know how to assign credit not to all conversions
that were preceded by viewable ads, but rather only to the ones that were
caused by viewable impressions.
MAGNETIC.COM
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Attribution models should know how to
assign credit not to all conversions that
were preceded by viewable ads, but rather only to the
ones that were caused by viewable impressions.
— KIRIL TSEMEKHMAN
Chief Data Officer and SVP
Integral Ad Science
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TIPS FOR MOBILE ATTRIBUTION - AN AGENCY PERSPECTIVE
Steve Deangelis, VP of Client Solutions, M&C Saatchi Mobile
What does mobile mean to your business, and how do you see it
in the context of a marketing strategy?
When I think of mobile, I think of wearables and the “Internet of Things,”
but really, it comes down to the client. It’s the client that tells
us what mobile is, and that can differ from brand to brand. At this point,
I view mobile as the consumer.
In regards to marketing, we always talk about topics like cross-device
and attribution, but at the end of the day, a marketer wants to reach a
consumer, not a device. And the only way to really do that effectively is
to look at mobile. As we increasingly work with international and global
clients, we see in certain markets that you have to be on mobile - it’s the
only way to really find your consumers online. This means that mobile
needs to be at the forefront of your marketing strategy.
How can marketers be accountable for the media spend
that they run?
You need to be inventive. There’s no universal solution, no silver
bullet. It’s a conversation that you have to have with your partner in
terms of their comfort level and what is available. There is a lot of data
sensitivity, and many brands are uncomfortable sharing customer data
with Facebook and Google, and we have to think from square one
about how you should measure. You can have a strategic conversation
about analysis and tools to use, but I don’t think there is one answer.
Marketers need to have a frank conversation about how they are going
to track, and what they are comfortable with. We are never going to be
perfect, but we can strive to be as close to perfect as possible.
From an agency’s perspective, what is important about creative
on mobile? Does it make a difference?
It absolutely does make a difference, and this is often an education piece
for us when conversing with a new client – having them understand
the nuances of mobile. For most people, creative is an exciting, sexy
thing, and they want to use engaging, rich units. It really depends on
the client’s goal. For achieving efficiencies, we find that simpler is better,
but we always test. You have limited real estate, and there are only so
many variables you can really tweak. It’s important to set up a testing
framework so you can measurably account for those changes, and learn
what is effective. Is it the call-to-action? Is it the location of the logo?
Is it the size of the font or font style?
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As we increasingly work with international
and global clients, we see in certain markets
that you have to be on mobile - it’s the only way
to really find your consumers online. This means
that mobile needs to be at the forefront
of your marketing strategy.
— STEVE DEANGELIS
VP of Client Solutions
M&C Saatchi Mobile
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TIPS FOR CREATING AN OMNI-CHANNEL STRATEGY
James Green, CEO, Magnetic
What do you see as the future of mobile, and how can marketers
incorporate it into their digital strategies?
Mobile is on track to become the largest player in the digital ecosystem.
The ability to extend advertising and retargeting strategies across
screens increases a marketer’s ability to get in front of their customers,
and influence purchasing decisions. The key to a successful crossdevice strategy is the ability to unify devices and tap into the actionable
data. Without that, you simply won’t be able to implement true multidevice targeting. Once you have a solution for matching consumers to
their individual devices, you can work in your attribution model.
When you add a multi-device strategy into your marketing mix, you
simply cannot look to last-click. You must look at a multi-touch model
that can bring in metrics like click-to-engage, such as calls, store
locators and downloads. What tends to happen is that marketers
run mobile as part of their campaign, but they hold it to the same
performance metrics as other channels. This sets up the “mobile”
portion of your strategy for failure. In order for marketers to see the
value in using multiple media types and devices, there has to be a shift
in evaluating the role they play in overall campaign success and the
path-to-purchase. Otherwise, you may re-allocate dollars to a portion
of your strategy that might not have been as effective as you may think,
or worse, you may simply miss out on giving credit where credit is due.
We should be using data to make more accurate decisions, not the
other way around. Data and proper measurement analysis are more
important than ever before, and will continue to be a leading challenge
and priority.
What role will omni-channel play in mobile strategies this year?
Omni-channel strategies will be big this year with unified, crossscreen marketing efforts creating seamless experiences, and helping
marketers evaluate consumer touchpoints as they move across
screens. The omni-channel consumer expects everything to be
readily available at his or her fingertips, and expects the overall brand
experience to be similarly accessible.
The mobile web has strengthened brands’ ability to connect and
reach consumers at any time of the day. This cannot be overlooked.
Successful mobile integration depends on relevant audience targeting
and the right mix of data.
What do you think is the biggest opportunity in
cross-device attribution?
Although marketers have evolved and matured the mobile user
experience from research to the purchase process, there is still more
room to grow in terms of mobile reach and conversions. Mobile is no
longer specific to a certain demographic or age group, which means
that brands now have the freedom to test different creative ads and
messaging to determine what delivers the highest ROI.
On the conversion front, marketers will have to find ways to turn mobile
interactions into transactions. Cross-device targeting will help in its
ability to make messaging consistent from device to device, putting
more relevant ads and promotions directly in the hands of current and
potential customers.
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The mobile web has strengthened brands’
ability to connect and reach consumers at any
time of the day. This cannot be overlooked.
Successful mobile integration depends on
relevant audience targeting and the right mix of data.
— JAMES GREEN
CEO
Magnetic
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ABOUT THE CONTRIBUTORS
PAUL PELLMAN, Director/Head of Adometry, Adometry by Google
A seasoned and experienced sales and marketing operations leader,
Paul Pellman is currently Director/Head of Adometry by Google. He led
Adometry as CEO for 7 years prior to its acquisition by Google in May 2014. Prior to
joining Adometry , he was Executive Vice President of Marketing for Hoover’s, where
he was responsible for the leadership of the company’s brand development and
marketing initiatives, including customer acquisition and retention, research, strategy,
product positioning, licensing, traffic-oriented business development and marketing
communications. Paul also served as Interim President of Hoover’s from November
2006 through June 2007. Before joining Hoover’s, he was vice president of Subscription
Marketing for global internet group - Terra Lycos. Paul has served in a number of executive
management roles, including CEO for two early stage start-ups. Paul began his career as a
senior consultant with a Big Six accounting firm and holds a B.S. in accounting and finance
from the University of Arizona and an MBA from Harvard University.
NICK JORDAN, SVP of Global Strategy, Tapad
Nick Jordan, a digital media veteran with more than 10 years of experience,
is Senior Vice President of Global Strategy at Tapad. In addition to
overseeing the product development group, Nick leads strategic initiatives with
some of the Internet’s largest publishers and advertisers. Nick previously ran product
development for Adobe Audience Manager (Demdex). He has also held several senior
positions at Yahoo! and he has worked in various digital marketing and web analytic firms.
LAUREN GRIEWSKI, Client Partner, Global Marketing Solutions, Facebook
Lauren Griewski serves as a Client Partner in the Technology vertical as a
part of Facebook’s Global Marketing Solutions division. In this role, she builds
strategic partnerships with Fortune 500 Tech companies, enabling them to drive business
results by leveraging Facebook’s advertising solutions and massive scale. As a long time
champion for women in business, Lauren serves as the Co-Chair of Women at Facebook
and is an active member of the Professional Business Women of California and Advertising
Women of New York. In addition to making an impact in the world of business, in 2012,
Mashable named Lauren as one of the 35 Fittest People in Tech.
DUNCAN MCCALL, CEO & Co-Founder, PlaceIQ
Currently CEO and Co-Founder of PlaceIQ – at the intersection of advertising,
location and big data – Duncan has a passion for and background in early stage
companies. Prior to PlaceIQ, Duncan founded and led a venture-backed consumer Internet
business with the goal of enabling and empowering users of location-aware devices. His
time spent working on RFID and universal positioning startups would later be the foundation
on which PlaceIQ was built. Before that Duncan led the operations of a rapidly growing retail
organization, and also built and led IS Solutions INC, a premier Silicon Valley based System
Integrator. Outside of the startup environment Duncan has also made an impact for one of
the world’s largest organizations in working for ExxonMobil, in the UK and Asia.
JEFF GREENFIELD, COO/Co-Founder, C3 Metrics
Greenfield’s history of technology and marketing initiatives have served bluechip clients including: GlaxoSmithKline (NYSE: GSK), Kimberly-Clark (NYSE:
KMB), Sony BMG, Black & Decker (NYSE: SWK), Forest Labs (NYSE: FRX), Plum Creek
(NYSE: PCL) and more.
Prior to his co-founding and development of C3 Metrics, Greenfield was a recognized
thought leader in the area of Branded Content as publisher of Branded Entertainment
Monthly, a joint effort with VNU Media detailing industry statistics, gaps, and trends. He’s
been a featured speaker at The Next Big Idea, and a news source in: The New York
Times, The Washington Post, The Wall Street Journal, ABC, CBS, CNET, and Investor’s
Business Daily.
Greenfield began his career building a 75-person multi-million dollar practice featured in
Chapter 5 of ‘Buzzmarketing: Get People To Talk About Your Stuff’ from Penguin/Portfolio.
Greenfield studied Biochemistry at the University of Maryland and holds dual degrees from
Southern California University of Health Sciences. He is an instrument rated pilot and holds
a class “E” FCC radio operators license (NQ4F). (Continued)
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ABOUT THE CONTRIBUTORS
KIRIL TSEMEKHMAN, Chief Data Officer and SVP, Integral Ad Science
Kiril joined Integral in early 2012 and oversees a talented team of data
scientists and engineers working on the industry’s most complex and
challenging problems. Under his leadership, the team has developed solutions ranging from
comprehensive media quality and risk management data, to a best-in-breed fraud detection
solution to the industry’s first campaign measurement solution based on causality.
Kiril‘s career in online advertising spans two other innovative startups. Before Integral,
as CTO and Chief Scientist at Red Aril, Kiril led the design and development of the
Data Management Platform, a unique combination of real-time audience segmentation and
targeting, proprietary real-time bidding solution (trading desk) and sophisticated in-depth
audience analytics. He built and managed a team of engineers and scientists with whom he
introduced innovative ‘Big Data’ analytics and real-time solutions including distributed nonrelational in-memory and analytics data stores. Red Aril was acquired by iCrossing/Hearst.
Before venturing into the online advertising world, Kiril had a career in research and
taught Physics and Chemistry at the University of Washington in Seattle. Kiril holds a
Ph. D in Theoretical Physics from the University of Washington.
STEVE DEANGELIS, VP of Client Solutions, M&C Saatchi Mobile
As head of the US Client Development and Client Services teams for M&C
Saatchi Mobile, Steve brings 10 years of experience in marketing, interactive
media, management and business development, with a particular emphasis on Mobile.
In his career, Steve designed, developed, and managed large Display, Mobile, SEM, and
SEO campaigns that delivered results for several Fortune 500 brands. Prior to joining
M&C Saatchi Mobile, he focused his attention on the Programmatic space in his role at
StrikeAd by developing campaign strategies and media/tech partnerships for advertisers
such as Walmart, McDonald’s, Cadillac, and The Dish. Additionally, he worked at top
Digital agencies managing multi-million dollar Display and SEM programs for clients such
as Home Depot, ABC Television, Hyundai and the USPS. Including, managing the SEO
practices of BMW and Adidas by Stella McCartney during the launch of their respective
new websites. Steve also oversaw the Mobile marketing efforts for The Economist,
helping the magazine obtain one of the largest Digital circulations within the industry
by pioneering an aggressive mobile subscriber acquisition strategy. Steve is based in
Brooklyn, NY and has a passion for technology, food, and design.
JAMES GREEN, CEO, Magnetic
James Green joined search retargeting leader Magnetic in October 2011 as
Chief Executive Officer charged with driving overall company expansion and
building out Magnetic’s search retargeting infrastructure.
Mr. Green began his career in the entertainment industry and spent eight years with The Walt
Disney Company culminating in his appointment as the General Manager of the Japanese
market. From Disney, Mr. Green moved to Pixar Animation Studios where he worked for
Steve Jobs as the VP of marketing and new business development. In 1998, Mr. Green
became a founding partner and CEO of Sabela Media, an Internet ad serving company.
After an explosive 18 months of revenue growth, Sabela Media sold for $70 million to 24/7
Real Media where Mr. Green served as president of technology solutions. In October 2000,
Mr. Green became CEO of GiantBear, where he successfully launched new products with
major carriers (Cingular, Rogers AT&T and others), before selling the business to InfoSpace in
March 2002. After GiantBear, Mr. Green became CEO of PVI, a virtual advertising company,
which he took private in 2003 before it was sold to Cablevison in May of 2005. Mr. Green
then joined Giant Realm, a vertical ad network, as CEO in January 2007 and sold the
company to Burst Media in October 2010.
From 2010 until joining Magnetic, Mr. Green fulfilled his lifelong dream of traveling around
the world on his sailboat with his wife and two children. He documented the trip at www.
SailingOndine.com. James lives in New York City.
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Magnetic is a technology company with a marketing platform for enterprises, brands and agencies. Our ad, email and site solutions help marketers to find, keep and bring back customers. These solutions are powered by our unique data including purchase intent data from more than
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For more information please visit www.magnetic.com.