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Marketing Mix Modeling: How to Get Started

In today's business landscape, marketing mix modeling has emerged as a critical tool for companies seeking to optimize their marketing efforts and maximize their return on investment. As marketing campaigns merge offline and online channels, and with the new abundance of data, the industry is...

What is Marketing Mix Modeling?

Over the past several years, there has been extensive coverage on the phasing out of third-party cookies and its implications for the advertising industry. Marketers are grappling with the question of how to maintain their advertising strategies in a post-cookie world. Previously, Semetis wrote an...

How can attention be measured?

Attention is a booming concept within the advertising industry. This article explains more about what exactly "attention" means. There are two major ways to measure attention: camera-based attention and advanced viewability. 1. Camera-based attention Camera-based attention is based on studies...

Google Search Ads: Understanding Google’s Ad Auction and Ad Rank System

When a user searches for information online using Google’s Search Engine, different advertisers battle it out to show their Ads on Google’s Search Engine Results Pages (SERPs). But, given the limited advertising space, how does Google decide which advertisers’ ads to show on the page? Google...

The concept of Attention in advertising

Revising our KPIs in the war for attention We are overloaded with ads. According to Teads and Lumen, we consume an average of 299 minutes of media per day, of which consumers are exposed to ads for 84 minutes. How many minutes of that are spent paying attention to ads? Frankly, that's very...

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