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Issue 258

September 11, 2019


Growth

Amazon Attribution Updates

"We recently introduced a click-based solution that allows for in-app measurement, enabling brands to now effectively measure the impact of their social media ad campaigns based on how consumers discover, research, and buy their products on Amazon. With the addition of social ad measurement, Amazon Attribution now provides shopping impact analysis across search, social, email, display, and video media." I haven't had the chance to look at this yet myself, but it seems significant.ADVERTISING.AMAZON.COM

Are Mobile Marketing Agencies Relevant in 2019?

Eric is right that especially in the app install world buying is incredibly automated (even more so than in the ecomm/DTC category, though that's changing). And I think he's absolutely right about creative production being key, which is why we can expect agencies to focus there more and more (and thus some will remain relevant!).MOBILEDEVMEMO.COM

Introducing Geolocated Ads for Apps

This is a semi-sales pitch for Jampp but I've included it because a) some of the uses cases they share are actually interesting and b) I'm a fan of their work. 95% of the geo-location stuff I've seen is in support of campaigns that are clearly not performance driven (even through the people running them may claim they are). This is not that, which is neat.MEDIUM.COM

Breaking Down Incrementality: What Mobile Marketers Need to Know

This is a bit older but it's really interesting to see a major programmatic player talking about incrementality outside a strictly retargeting driven context. I think to get programmatic spending flowing for DR advertisers (especially those outside of the app install world) nailing incrementality studies is THE key.MOPUB.COM

‘Cultural Mismatch’: Agencies Are Having Trouble Working With DTC Brands

"That said, there are also DTC brands who already work with agencies but claim to run those capabilities in-house, according to a performance marketing agency exec who works with DTC clients that claim to run everything in-house... "“There’s a huge theme of DTC brands saying they don’t work with agencies when they do,” said the performance marketing agency exec. “There’s a good reason for it. DTC brands are often acquired for their capabilities, which are agency capabilities, by bigger brands and holding companies so they can share their knowledge of what that capability is with the holding company or acquirer.” Whoever said this (and if you reading this please tell me!) is an absolute legend. 1000000% true based on my experience.DIGIDAY.COM
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