Ad Fraud = Stop Spending or Start Learning

The ad fraud market is expected to reach $16.4 billion dollars by the end of 2017.

The issue remains one of the largest concerns for digital marketers and puts a stigma towards placing an ad in the digital spectrum. Of course, the direction that digital media is heading looks promising. By 2020, digital advertising spend will outpace television with more sales coming from mobile.

Using C3 Metrics allows you to see when fraud is happening. Our ability to see the inner workings of digital ad spend can help you tackle the monster under your bed. By utilizing real-time strategies such as C3 Metrics, you have the ability to take back and control what many advertisers fear they cannot.
Ad agencies (not necessarily the good ones) have fallen to this monster. The fear should not be in ad fraud, the fear should be in doing the right thing to help combat it.

Want to learn more?

C3 Metrics is on its first nationwide tour, Attribution After Dark: a nationwide tour of industry experts addressing key topics and challenges which impact marketers, including programmatic fraud, cross-channel measurement, and attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

For more information please visit Attribution After Dark and see where C3 Metrics can help.

Jeff Greenfield at the IEN Marketing Analytics Summit

Last week our very own COO, Jeff Greenfield sat as a panel moderator for the IEN Marketing Analytics Summit at 3 West Club in New York where experts discussed the power and pitfalls of specific advanced metrics, such as multi-touch attribution, customer lifetime value, and more.

The two-day event touched upon the Who, What, and How of attribution and digital marketing:

  • Insight into the algorithms behind advanced attribution platforms
  • Practitioners’ Roundtable: Hear directly from your peers about their metrics/analytics strategies. What have they learned along the way? What tangible benefits have they seen?
  • Reading the metrics tealeaves—forecasting with analytics 
  • How to prove that marketing is an investment, rather than just another cost center
  • Which attribution model is right for you?
  • How to integrate new technologies into your existing business infrastructure 
  • Tech showcase: Explore and compare your vendor options 
  • “Vanity Metrics”—when they can be useful and when they can’t 
  • Organizational alignment: breaking down the data silos across your business
  • Customer Lifetime Value—the most powerful metric of all? 
  • The benefits of using both attribution and media mix modeling 
  • Breaking down communication barriers: how marketers are successfully presenting to the c-suite 
  • Getting different data sets to talk to each other: using metrics to ensure consistency across brands, platforms, and channels
  • What metrics can and can’t do—understanding the limitations 
  • A crash course on regulations and privacy laws—current and predictions for the future
  • The role of marketing automation and machine learning in analytics 
  • Learn what questions to ask up front in order to avoid mistrust and transparency issues with service and software vendors
  • Addressing the talent gap—how diversity on your marketing team leads to innovation
  • Funnel or hourglass? The new shape of the customer journey and what it means for marketers

Getting Beyond “Last Click” with Advanced Attribution Models

· Tips for overcoming common challenges surrounding cross-channel attribution, particularly with mobile
· Predictions for the future, and what this means for companies
· Using control groups in combination with attribution modeling to better measure direct marketing effectiveness
· In-house vs. outsourcing—which approach is right for businesses
· What questions you should be asking before committing to a new service or technology provider

C3 Metrics is providing our own nationwide summit!

Learn more:

Attribution After Dark Chicago

Attribution After Dark, presented by C3 Metrics, is the only nationwide tour of top advertising experts addressing challenges which impact marketers on a daily basis.
Key topics include programmatic fraud, cross-channel measurement, connection online media to offline sales and multi-touch attribution.
Our event in Chicago is proudly hosted at theWit and provides a follow-up after-party including an open bar, food, networking in one of the hottest spots in the city.


Fake News = Safety in Ad Spend

Fake news is everywhere.

It hides in the night stalking the next victim who will simply read a headline and instantly share the post.

Fake News Pope Francis Endorses Trump
This website made money from advertisers who didn’t have the knowledge of where they were placing their ads.

In a similar scenario, many advertisers have pulled from YouTube due to products being displayed in front of offensive images. Just like YouTube, digital marketers still seem to be throwing their ad spend into sites, videos, and images which, if they knew what the site entailed, ordinarily wouldn’t.

Locating credible sites is a large part of the battle.

C3 Metrics offers the ability to monitor where ad spend is hitting that sweet spot. It will also allow users to see which advertisements are failing. Chances are, they’re failing on fake news sites. Of course, there are exceptions, but many don’t know or care, which can hurt credibility.

By using C3 Metrics, the potential for placing an ad on a site that would hurt credibility is lowered. An advertiser has the ability to see which ads are performing and which ones aren’t. By utilizing this tool, advertisers can veer away from fake news sites and put their money towards more effective campaigns.

Want to learn more?

Attribution After Dark addresses very specific industry hurdles, such as programmatic fraud and cross-channel measurement. The series really dives into the “whats” and “whys” of attribution, and how it could impact ROI.

Key topics include programmatic fraud, cross-channel measurement, connection online media to offline sales and multi-touch attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

For more information visit our site!

Attribution After Dark Chicago

Programmatic’s 2017 Kick-Off

The machines have spoken. Programmatic advertising is projected to have an amazing year ahead of them in 2017. Growth is expected to increase upwards of almost a third.

The climb has come a long way. In 2012, programmatic’s share of spending was 13% (not a very high number). The spend for that time was around $5bn.

Let’s take a look at what we have today:

In 2016, US programmatic was expected to reach $22.10 billion. The ascension is a large 39.7% jump from last year.

Programmatic spend accounted for 67% of total digital display ad spending in the US.

Let’s take a look at the future:

Programmatic spend will continue to grow at an average 28% a year to 2018.

With programmatic becoming the major outlet for digital advertising, agencies are starting to look for better ways to monitor their spend. This concept heavily relies on perfect, total truth in order for ad dollars to be put to work effectively.

Ad fraud is another issue that agencies are tackling in the upcoming year. 2016 saw the loss of $7.2bn worth of digital ad spend and it looks like 2017 might be hit just as hard.

With C3 Metrics, you have the ability to look through your data and see where your ads are making the most impact (as well as spot the frauds).  The benefits of having absolute truth are what we all strive to have. When billions of dollars are on that line, it becomes even more important to be able to monitor down to the closest molecule.

#Drumpf = Highest Searched Candidate

This week, John Oliver devoted 20 minutes to his show to convince Americans that Trump probably wasn’t fit for the title of “Leader of the Free World”.

In his brutally honest bashing of Mr. Trump, one thing stood out.

Donald Trump’s original surname was “Drumpf”. Drumpf doesn’t sound nearly as intimidating and is almost goofy. What came next was amazing:

Not just this.

Not just this.

John Oliver went on to encourage Twitter and Instagram users (who are mostly against Trump, but thats another statistic) to start using #drumpf. Since then, that hashtag has been one of the most trending terms used this week. Its been used so much that during the GOP debate, #Drumpf beat #Rubio and #Cruz as the most searched president between the time the debate started and ended.

This kind of outreach targets primarily Millennials and Gen. Z who are frequenters of social media. Generally speaking they are also more liberally minded, John Oliver knows who his demographics are and by using his amazingly genuine sense of humor, has been able to amass a social media following that not only worked, but beat the other two candidates.

It seems as if the republican party hasn’t quite figured out the value of digital advertising. When a goofy name like “Drumpf” can do better in search results during a GOP debate than two of the three candidates, it shows the lack of reach, research, and effectiveness that they so sorely need.


AdAge – TV Analytics Firm Tries a Radical Approach to Market Itself: TV

Jack Neff at AdAge writes that “C3 Metrics is a rare industry example of putting money where its mouth is”

Of the many ways ad agencies and research firms pitch themselves, actually buying ads in the media they use or measure for clients is rare — particularly TV. But in a possibly unprecedented example of a marketing-services firm putting its money where its mouth is — or vice versa — analytics firm C3 Metrics is running direct-response TV ads on entertainment and sports programming and winning attention from clients and new business as a result.

While C3 Metrics does multi-media analysis to attribute sales lift from advertising, it’s focused primarily on what’s still the biggest media budget for many advertisers — TV.

“We have clients spending up to $100 million a year on TV able to optimize down to a spot level,” said C3 Metrics COO Jeff Greenfield. “So we thought if this is working for them, there’s got to be a way to make it work for us, even if our audience is much smaller. TV is still in our minds the most powerful medium out there.”

C3 Metrics has tweaked ad creative at least a dozen times in the past year based on its findings and refined its TV buys using its own system.

Read the entire article at AdAge

C3 Metrics Co-Founder Jeff Greenfield at INFORMS Business Analytics 2014 Conference in Boston, MA

Jeff Greenfield, Co Founder of C3 MetricsOn Monday, March 31st 2014, experts in the field of Business Analytics and Operations Research attended the 2014 INFORMS Business Analytics Conference in Boston MA, where co-founder and COO of C3 Metrics Jeff Greenfield (@c3metrics) gave a speech on the importance of full-funnel attribution, titled “TV Attribution:  Using Full Funnel Big Data To Boost DRTV ROI”.

The INFORMS Conference on Business Analytics and Operations Research provides real-world examples and methodologies for how to “apply science to the art of business”.

It features presentations on real-world applications of analytic solutions, presented by global industry and university leaders. The conference saw more than 900 attendees for its 2014 conference – the largest analytics-focused event of its kind.

Jeff spoke on day 2 of the conference with other keynote speakers such as Prof. Dr. Tom Davenport of Babson College (@tdav), Kathleen M. Egan (@Revionics, Vice President of Science and Strategy Services, Revionics Inc.), Dr. Kerem Tomak (@Macys, Vice President Marketing Analytics and CRM at Macy’, Steven Tramposch (Vice President Consumer and Market Intelligence at Heineken USA) and Mark Garratt (Partner & Co-Founder at In4mation Insights), among others.


“Under the theme “The Analytics Revolution,” the 2014 INFORMS Conference on Business Analytics and O.R. will highlight the most significant innovations and advances in the use of analytics, operations research and big data,” said Freeman Marvin, INFORMS conference chairman. “Attendees will have the opportunity to experience firsthand how the application of analytics is changing the way business is conducted across many industries and transforming everyday life for millions of people around the world.”

Prof. Dr. Tom Davenport

Prof. Dr. Tom Davenport

Kathleen M. Egan, @Revionics, Vice President of Science and Strategy Services, Revionics Inc.

Kathleen M. Egan, @Revionics, Vice President of Science and Strategy Services, Revionics Inc.


The U.S. Centers for Disease Control and Prevention (@CDCgov, see picture below), which uses analytics and operations research to combat the remaining pockets of polio around the world, won the 2014 Franz Edelman Award for Achievement in Operations Research and the Management Sciences. The C3 Metrics team would like to congratulate the U.S. CDC on their success, and thank them for their hard work.

Informs Conference

Every year, the INFORMS organizers fill the exhibition floor with relevant companies showing their analytics products. See Pictures Below.



Article by Alex Caradonna. Original post by Dirk Van Den Poel (@dirkvandenpoel) of  Master of Marketing Analysis/Customer Intelligence Weblog, ME/MMA’s official blog.