Moneysupermarket was among the first UK brands to ring fence its first-party data, to create its own programmatic trading desk, first revealed by The Drum.
The company has since made some major changes to its internal team structure
Speaking at the Drum’s Digital Trading Awards (DTA) breakfast briefing, alongside The Guardian’s global revenue officer Tim Gentry and eBay’s head of advertising Phuong Nguyen, Austin said although it is advanced compared to other brands in terms of its in-house approach internal education remains a “vital” part of its overall strategy.
“We are trying to move away from the last-click approach to prove the value of display. So this makes education in-house even more important because we need get our team understanding the importance of measurement and then how we can use that to measure the performance of our programmatic campaigns.”
She added that viewability remains an ongoing issue for the industry and one that Moneysupermarket is actively looking to crack down on. “We have created our own internal custom attribution model and one of the determining factors when looking at measurement is viewability. So any impressions that are deemed not viewable we will discredit against the conversions.”
Challenges remain around discrepancies in the way different vendors measure viewability, adding that finding the right partner is paramount to achieving the right viewability goals.
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