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10 Key Questions For A Best Practice Agency Search
February 18th, 2015

By Stephan Argent, Founder & CEO, The Argedia Group

Stephan Argent

Stephan Argent

This week, the Association of Canadian Advertisers published their new guidebook: Searching For A Marketing Communications Agency Partner: A Guidebook for Marketers on Agency Searches.

As its author, I was privileged to have the opportunity to spend many hours talking and debating with the ACA team, marketers and agencies, and gathering various viewpoints, identifying new challenges, and wrestling with new issues spurned by today’s complex communications ecosystem.

Whatever kind of agency you may be searching for, whatever your challenges, whatever stage of the process you may be at, I’ve come up with ten questions worth considering – preferably before you start – to use as a framework for a best practice search and help you find the best agency for your specific needs.

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Domain spoofing: Why it happens, how it happens and how to stop it
February 12th, 2015

Andrew Casale

Andrew Casale

By Andrew Casale, President & CEO, Index Exchange

Commonly and with little difficulty, bad actors are defrauding the digital marketplace. They’re playing tricks to make exchanges think they’re selling inventory from reputable, premium publishers – often at bargain basement rates – when in fact the domain name offering the inventory provides only junk, creating problems for everyone in the business.

We’re not talking about bot fraud here. It’s called domain spoofing.

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Exploring programmatic video from all angles at the BrightRoll Video Summit
February 4th, 2015

By Caitlin Denham-Swanson, Corporate Events, BrightRoll

The BrightRoll Video Summit, hosted at the Arcadian Court in Toronto Oct. 29, 2014, explored strategies and key opportunities in programmatic video that drive success for both buyers and sellers. Industry leaders from advertisers, agencies, publishers and ad tech addressed some of the most pressing questions and biggest challenges in the digital video advertising ecosystem.

ACA members were given a complimentary invitation, but if you didn’t have a chance to attend the event, you can view each full-length presentation in the videos below.

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Are Clicks Really What You’re Looking For?
January 28th, 2015

Ian Hewetson

Ian Hewetson

By Ian Hewetson, VP, Client Services, eyereturn

Digital advertising is the most measureable media available today. But all too often we see campaigns being measured by an ad metric rather than focusing on what matters most – the impact of a campaign on an actual business objective.

In the thousands of campaigns that clients buy through our eyedemand DSP every year, the most common KPI (key performance indicator) is either clickthrough rate (CTR) or cost per click (CPC). In fact, in 2014, 74% of eyedemand campaigns were optimized to CTR or CPC by clients.

If your end marketing objective is to get clicks on ads, optimizing to CTR totally makes sense. But if you want to get actual people to make a purchase, visit your store, learn more about your service, or any number of other real world business objectives, then relying on CTR alone isn’t helping you.

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The Procurement Perspective: Influence for a Collaborative Future
January 21st, 2015

By: Nikki Wallen, Business Manager, MDC Partners

Nikki Wallen

Nikki Wallen

Working under a Chief Procurement Officer (CPO) who has spent the entirety of his career thinking outside the box while keeping progress at full throttle; I would argue that there’s no better motivation day-to-day, than feeding off a committed desire to change the game. The world of advertising has an undeniable draw that brings people in, but once here, it’s our job to maintain it. Marketing procurement is a unique niche. We have a clear understanding of the financial backbone of our business, but in a way that irreversibly merges with the creative highs which define our industry. Today’s trends become tomorrow’s standards faster in the advertising space than virtually anywhere else. Thus in a constant phase of change, I have learned that adaptability is king.

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