Articles | Resources

Attribution Models - An Introduction

14th December, 2017 Vincent Saelen

Attribution (modelling) is a hot topic in digital marketing. All stakeholders have been focussing more and more on attribution: companies, agencies and especially big players like Google have been working and pushing on this subject. The “Why?” is quite clear: since measurability is the big...

What is Google Smart Display ?

8th December, 2017 Cedric Lequenne

There are now over 3 million apps and websites on the Google Display Network, and almost as many ways to target your ads over the internet. While all these targeting options allow advanced advertisers to have full control over their advertising & performances, it might be quite overwhelming...

How Google shut up the Apple ITP announcement

28th November, 2017 Eléonore de Richecour

Web Analytics

Back in June, Apple introduced Intelligent Tracking Prevention (ITP) which goal is to limit third-party trackers from capturing cross-site browsing data. Only a few month later, Google thumbs at Apple nose and comes up with a response to the ITP measure, ensuring conversion tracking is...

What is Black Friday?

22nd November, 2017 Julien Cornet

What is Black Friday and how is it impacting the advertising industry? If you have listened to the radio, watched TV or browsed the web in the month of November, you have heard about Black Friday. For the last couple of years (yes, it's that recent in Belgium), it is the absolute marketing...

The rise of interactivity in video advertising: Vpaid & VAST

21st November, 2017 Yves Wouters

Video advertising is a diverse and expanding area in online marketing. There are a lot of different video ad formats with continuously increasing capabilities.In order to create compatibility between these different video formats and video players, the Interactive Advertising Bureau (IAB) has...

Roll out of Facebook messenger payments

10th November, 2017 Placide Mugenzi

Facebook

Facebook just rolled out the digital wallet through Facebook Messenger in France and UK. We expect this feature to be rolled out in other countries soon as well. Throughout this article we will break it down what it means to users in terms of features and security. Context You are at a party...

Google organic posts - being organically social?

29th October, 2017 Elisabeth Marécaux

Google

Having a promotion, event or announcement as an advertiser, you get your message out by inserting this in your existing ad texts, updating website content or getting social. When you have frequently promotions or events, this all implies changing your ad texts manually and/or taking into account...

Digital Advertising in 2017 - It’s not the same

20th October, 2017 Julien Cornet

The digital transformation of our society has certainly impacted the advertising industry as a whole. We have come a long way since the Ad Men from Madison Avenue half a century ago. Today, our media mix is multi channel, our audience is mobile and on the go, out of home inventory is becoming...

Taking Google Analytics Intelligence for a quick spin

13th October, 2017 Jeroen Cools

Web Analytics

Artificial intelligence and machine learning are two concepts that will lie on the lips of every marketer in 2018. Google is one of the parties involved pushing the research in this field to the next level. This year, we see shimmers of this technology coming through in Google Analytics. First...