Attribution on Trial

This event is fully booked
Thursday, 14 March, 2013
3.30pm Registration, 4.00pm - 6pm event followed by drinks
IAB Offices, 14 Macklin Street, London, WC2B 5NF
IAB Member: FREE
IAB Non-member: £120 +VAT
Advertiser: FREE


Speakers will take the stand to present their attribution models to a panel of industry expert judges including agency, publisher and advertiser representatives. The pros and cons of each will be revealed during cross- examination. This is a purely opinion-based event; none of the presenters will be sentenced for crimes against attribution!

4.00pm: Welcome & Introduction: IAB

Taking the stand..

4.05pmQuantcastPhil Macauley, Regional Managing Director, Quantcast.

Give Credit Where Credit is Due

What happened when people started to realise that last-click wasn't working? Everyone started to claim some sort of credit for the conversion. The truth is, most marketers can say which media partner delivered the “last view” or “last click” before a sale—but not all can tell who first brought that prospect to the site, or how influential a given ad was to causing the successful outcome. In this presentation Phil Macauley will explain why advertisers have to question their attribution model in order to scale, reach new customers and take advantage of the huge opportunities offered by RTB.

4.25pm: Google: Peter Falcone, Solutions Consultant 

"Add Value to Your Conversions with Bespoke, Integrated Insight."

4.45pm: Yahoo!Dora Michail, Director, DR Marketplace, EMEA Yahoo! with Jeff Greenfield, COO & Co-FounderC3 Metrics

5.05pm: MediaMath: Greg Williams, VP Business Operations, EMEA 

5.25pm:Infectious Media, Harley Norrgren, Head of Analytic Products

Why you don’t need an attribution “model”

The increasing take-up of advanced media measurement signals the beginning of the end for the fallacy of “last click wins”. However, introducing attribution modelling can be disruptive. Your budgets, targets, agency relationships and creative specifications may need to change, and you need to account for this; because if you can’t implement the model, then all your work will go to waste.

5.45pm: Closing remarks & thanks followed by drinks! 

Judging Panel  

Dr Wing Yee Lee, Head of Business Analysis, Adobe 

Dr Wing Yee Lee heads up the EMEA Business Analytics Team for Adobe Marketing Cloud. She has a background in business forecasting research and enterprise software consulting, enabling her team to provide uncommon insights to improve clients' performance and advise on their business strategies across online and offline marketing channels. The 150+ client base she works with ranges from retail and travel to internet domain providers and financial services.

Pete Robins, Managing Partner, Agenda21

Fourteen years ago, Pete spring-boarded from a strong traditional media buying planning background to become one of the UK’s first digital media planner buyers. Pete recalls being one of a handful of new media “types” that huddled together in a local pub for affirmation of their sanity in the early years. Pete quickly progressed to European Digital Media Planner Buyer for Modem Media and by 1999 was ready to launch his own media agency: media21. In 1999, he also co-founded digital media creative agency Glue.Following the private sale of media21 to Grey Global Group, he then co-ran MediaCom’s digital division for four years, sitting on MediaCom’s Board of Directors, before setting up agenda21 in 2005.Pete is Chair of the Institute of Practitioners in Advertising (IPA) Digital Council and was ranked 3rd in Campaign’s top 10 “Online Pioneers”.  He often speaks at industry events and is frequently quoted in the press, most recently on the issues of online brand safety.

Kevin Clapson, Director. UK Head of Sales, Trip Advisor 


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Member only downloads

Infectious Media 744.45 KB
Google 1.19 MB
MediaMath 1.96 MB
Yahoo! 1.31 MB
Quantcast731.89 KB