How are evolving attribution models changing to meet increasingly digital and fragmented media spends? In this episode we chat to Yorgos Moschovis, Head of Data Science & Engineering at Datalicious, about the evolution of channel economics and how the industry attributes ad impact and sales, deep-dive into modern multi-touch attribution and discuss what attribution might look like in the future.

<div>How are evolving attribution models changing to meet increasingly digital and fragmented media spends? In this episode we chat to Yorgos Moschovis, Head of Data Science &amp; Engineering at Datalicious, about the evolution of channel economics and how the industry attributes ad impact and sales, deep-dive into modern multi-touch attribution and discuss what attribution might look like in the future.</div>

The best minds in digital advertising break down and debate the topics that matter to brands and publishers. We talk to industry leaders in every area of digital about creativity, measurement, metrics, data, privacy and the technology that drives it all.

The best minds in digital break down and debate the topics that matter to brands and publishers.

The IAB Australia Podcast

How are evolving attribution models changing to meet increasingly digital and fragmented media spends? In this episode we chat to...

Multi-Touch Attribution and the Customer Journey - with Yorgos Moschovis of Datalicious

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Arum Nixon, Australian Chapter Lead at Ad Net Zero, and Nicola Harvey, Head of Strategic Initiatives at The Guardian Australia, to unpack Ad Net Zero's new white paper, Triple Win for Marketers. With new analysis showing advertising can account for more than 5% of a company's scope 3 emissions, and mandatory climate reporting extending to full supply chains next year, the conversation explores why this has landed squarely on marketers' desks, and why it's an opportunity. The panel discusses the shift from spend-based estimates to activity-based measurement and the role of the Global Media Sustainability Framework in giving the industry a common language. They also walk through the white paper's five-step maturity journey for marketers, from establishing a baseline to building carbon into planning decisions. Listen now!

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Arum Nixon, Australian Chapter Lead at Ad Net Zero, and Nicola Harvey, Head of Strategic Initiatives at The Guardian Australia, to unpack Ad Net Zero's new white paper, Triple Win for Marketers. With new analysis showing advertising can account for more than 5% of a company's scope 3 emissions, and mandatory climate reporting extending to full supply chains next year, the conversation explores why this has landed squarely on marketers' desks, and why it's an opportunity. The panel discusses the shift from spend-based estimates to activity-based measurement and the role of the Global Media Sustainability Framework in giving the industry a common language. They also walk through the white paper's five-step maturity journey for marketers, from establishing a baseline to building carbon into planning decisions. Listen now!

Lower Carbon in Digital Advertising: Triple Win for Businesses

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Luke Smith, Senior Director - CTV/OTT and Online Video, APAC at PubMatic, and Katie Finney, National Television Sales Director at Southern Cross Media Group, to discuss PubMatic's new report, How Co-Viewing Redefines Attention, and what it means for how CTV is planned, bought and measured.

The data shows co-viewed impressions deliver 42% higher attention, 53% stronger recall, and audiences 70% more likely to act, yet CTV is still traded like a 1:1 digital impression. Luke and Katie unpack the missed opportunity on high co-viewing days, why pricing should reflect context and audience, and where measurement needs to go next.

Listen now!

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Luke Smith, Senior Director - CTV/OTT and Online Video, APAC at PubMatic, and Katie Finney, National Television Sales Director at Southern Cross Media Group, to discuss PubMatic's new report, How Co-Viewing Redefines Attention, and what it means for how CTV is planned, bought and measured.
The data shows co-viewed impressions deliver 42% higher attention, 53% stronger recall, and audiences 70% more likely to act, yet CTV is still traded like a 1:1 digital impression. Luke and Katie unpack the missed opportunity on high co-viewing days, why pricing should reflect context and audience, and where measurement needs to go next.
Listen now!

Making a Good Impression (or Three): CTV Co-Viewing

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Daisy Smith, Programmatic Adtech Solutions Director at Acast, and Nikola Small, Associate Director DV+ at Magnite, to explore the evolution of investment in digital audio and what's driving its growth in the programmatic ecosystem.

Building on the themes from the IAB Australia Audio Summit in February this year, the conversation covers the growth in digital audio investment, and how an omni-channel approach is reshaping how buyers think about audio. The panel also discusses the measurement tools gaining traction, from brand lift and conversion tracking to market mix modelling, and what the industry needs to do to make audio an easier, more consistent buy. With examples from health insurance, creator-led campaigns, and always-on strategies, there is plenty there for those looking to add audio to the mix.

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Daisy Smith, Programmatic Adtech Solutions Director at Acast, and Nikola Small, Associate Director DV+ at Magnite, to explore the evolution of investment in digital audio and what's driving its growth in the programmatic ecosystem.
Building on the themes from the IAB Australia Audio Summit in February this year, the conversation covers the growth in digital audio investment, and how an omni-channel approach is reshaping how buyers think about audio. The panel also discusses the measurement tools gaining traction, from brand lift and conversion tracking to market mix modelling, and what the industry needs to do to make audio an easier, more consistent buy. With examples from health insurance, creator-led campaigns, and always-on strategies, there is plenty there for those looking to add audio to the mix.

Multi-Touch Attribution and the Customer Journey - with Yorgos Moschovis of Datalicious

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