We recently hosted our fourth annual Quantcast Customer Advisory Summit, a 48 hour event during which we aim to solve real business challenges in real time with some of our top clients. This sort of close collaboration is central to the way we identify problems and develop solutions at Quantcast, and the Summit has quickly become a firm favourite among Quantcasters and clients alike.
Three key topics continue to permeate the ad industry and were a focus this year: predictions, insights, and transparency.
While we’ve seen significant progress within these areas as an industry, it was clear from listening to our customers that there’s more that can be done.
“Driving performance alone is not enough. We need to be able to explain why something is happening. Insights get into the why. They enable us to have strategic conversations with our clients”
Alissa Dunbar, Media Supervisor at PETERMAYER
Alissa is not alone. Every day, Quantcast clients work to better understand why performance trends or audiences look the way they do. As questions continue to increase in complexity, we in turn aim to develop solutions that meet the challenge. In doing so, we’re able to cultivate deeper, more meaningful relationships with our customers over time.
To play our part in tackling these issues, we partnered a dynamic group of clients with our product and engineering teams in a collaborative code marathon. Clients shared their pain points and their major business challenges. Our Product and Engineering teams designed and planned solutions for products and features that helped remedy these pain points overnight.
Different teams selected the issues that mattered most to them, and each presented their respective ideas in a five minute pitch.
Together they unveiled hundreds of ideas that were distilled into five different solutions. One team proposed a “Tell me why” machine which asked questions like, “Why did my KPI fluctuate?”, “Why did my return on ad spend (ROAS) change?” “Why did creative A outperform creative B?” Undoubtedly an effort to increase the transparency around machine driven performance. Another team presented an optimization genie – a feature that helps users spot opportunities for optimizations and identify the impact of each.
After two hours of pitch presentations, clients voted to select the winning project. Some takeaways we heard from clients:
- Insights and transparency is key: the ability to explain why campaign results are trending in a particular direction or why audience composition looks the way that it does is a way to demonstrate value to clients. In order to have strategic conversations and build trust with clients, removing the opacity from technology is important.
- Use technology to make campaign management easier: Campaign management such as optimizing creatives and making performance optimizations doesn’t have to be challenging and time consuming. Using technology to either predict performance or to optimize creatives on a self-serve basis can create value, save time and simplify workflows.
“The best part of the process was being able to describe ‘wishlist’ features and see them come to life overnight.”
Eva Porter, Connections Supervisor at the Tombras Group
With over a decade of experience in changing the face of digital advertising, we continue to put our customers first. Caroline Proto, Account Director at Havas, said we developed exactly what she was looking for. “I’m incredibly impressed with what you guys put together. Not only media insights, but business insights that help give us the data to back things up.”
Just as in previous years, the insights and feedback generated by our clients, particularly from winning pitches, will be used to steer our Product and Engineering teams to further ideate on solutions that help our clients by radically simplifying advertising for brands and publishers with real-time, first-party data and machine learning.