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Thursday, October 3 • 11:10am - 11:20am
Lightning Talk: What is the TRUE Measure of Campaign Performance?

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The absolute most important metric in marketing intelligence is return on ad spend. Rules based attribution (such as last-click and last-touch) is fundamentally flawed as it ascribes a customer’s conversion completely to pre-set touchpoints, without taking into account whether an ad has been in view, and therefore had the potential to even cause a conversion. In an industry where up to 60% of ads are out of view and up to 30% of impressions are suspicious of being fraudulent activity, we can’t put all our attribution eggs in one basket. The primary metric of return on ad spend needs to get back to being based on causation. In this lighting talk, Scott Knoll, CEO of Integral Ad Science, will explain how attribution is evolving and how data can help advertisers understand the true causal effect of their campaigns. This session will teach attendees how to optimize their most effective media partners for future campaigns and boost thei r return on ad spend.

Speakers
avatar for Scott Knoll

Scott Knoll

CEO and President, Integral Ad Science
Mr. Scott Knoll is the Chief Executive Officer and President of Integral Ad Science, a global media valuation platform. Mr. Knoll has over 15 years experience in technology and information services. Prior to Integral, he founded and served as President of Aperture, a Datran Media company. He was CEO of BlackFoot, a digital advertising solutions company. He co-founded and served as the COO of Verified Person, Inc. He spent 6... Read More →


Thursday October 3, 2013 11:10am - 11:20am
Fort Mason Center 2 Marina Blvd San Francisco, CA 94123