Microsoft gets it

More great stuff from Microsoft’s Young-Bean Song at the OMMA performance show Monday in San Francisco.  Microsoft has made no secret of the fact that they are focused on the brand advertising market and clearly the push continues.

I would encourage you to watch the embedded video of Young-Bean’s talk.  The content is fantastic and well-delivered, particularly the planning example at the end.  Building from earlier Atlas Institute research, Young makes the argument for the utility of offline metrics for online Brand campaigns.  I couldn’t agree more.  Reach, composition and pricing guarantees that back into guaranteed GRPs, TRPs and CPPs are exactly what online Brand advertisers need for cross channel planning.  As he points out, ROI tradeoffs happen throughout the funnel, but that shouldn’t always mean just “CPA”.

The discussion about the importance of complete attribution models vs. the too common last click / last view approach, while also not new, is very much worth hearing again (and again).  Working – and measuring – the full funnel is just as important online as offline.

Microsoft understands this market extremely well.  Don’t underestimate them.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

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