MediaMind Enlists Encore Media Metrics’ Attribution Services

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ADOTAS – Today, digital advertising campaign management company MediaMind announced it was partnering with ad campaign measurement and attribution company Encore Media Metrics to better gauge attribution across the MediaMind platform. Given MediaMind’s global reach and considerable scale (the company cites, among the campaigns it manages, 11,000 advertisers, 4,200 agencies and 11,500 publishers), there’s quite a bit at stake in making sure its campaigns perform well, and dedicated attribution services stand to help do just that. This partnership also demonstrates something about increasing industry attention on attribution, through which ad campaigns are scoured to figure out how users engage with all elements of a campaign and where conversion actually happens. In a statement issued by MediaMind this morning, MediaMind general manager CDO of DG Gal Trifon said the partnership “provides our customers another opportunity to maximize campaign performance at a channel, vendor, placement and keyword level, as well as determine optimal frequency, engagement cycles, and KPIs for search, display, affiliate, email, social and other digital media.” There’s also, as a MediaMind representative pointed out, potential on the client’s side for a more user-friendly experience, with attribution capabilities integrated right into the ad server. And for MediaMind itself, there’s a chance to demonstrate display advertising performs better than some might think, and that it’ll be seen as duly valid in an ad campaign.

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