Web optimization is a vital part of the evolution of customer experience. As performance has become an increasingly more important consideration and experimentation has been driven deeper into the behavioral layer of web pages or apps, brands are turning to server side optimization solutions to help solve the need for greater testing & optimization across every aspect of the consumer’s journey.
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Today’s marketing organizations are investing more money than ever in marketing technologies that promise to provide better insight into customer preferences and behavior. At the same time, there is a continued struggle to leverage these technologies to connect the data dots and build a truly unified customer view that spans all channels and touch points.
Advertisers face a major dilemma today when it comes to analyzing digital video campaigns – viewability. Currently digital video viewability in the marketplace is either not tracked or is difficult to track across the many roadblocks of video. This measurement type has been called into question with reports from Google claiming more than 50% of video desktop ads go unseen, in essence wasting more than 50% of ad spend.
Media is becoming increasingly complex and transparency a growing concern for marketers, especially in digital. As a result, brands are finding it more difficult to have confidence that they are managing their investment well enough and that they are getting the best results.