Pathing of Totality

by Ovative Group
February 28, 2017

Good afternoon and happy Tuesday!

Welcome to Ovative’s marketing/tech news digest – where we hope to keep you up to date on all things new and exciting within Marketing, Measurement and Technology.

Always informative, sometimes entertaining. Enjoy.


Fodder for the water cooler:  Think your commute to work could get better?  So do most people in Dubai.  Especially now that they’re expecting to have personal, autonomous drones arrive this summer.  Calling all Jetsons!
Image result for Jetsons gif

Magic Quadrant for Business Intelligence and Analytics Platforms | Gartner | February 16, 2017

Quick pitch:  With so many different business intelligence and analytics platforms out there, how do you choose which one to use?!  Let Gartner’s “Magic Quadrant” for Business Intelligence and Analytics Platforms be your guide…   

Research image courtesy of Gartner, Inc.

Now I want the details:  The folks at Gartner believe that the BI market shift from IT-led reporting to business-led analytics is now mainstream.  However, there are seemingly endless options for systems to accomplish this.  So, they assessed 24 vendors across 15 product capabilities.  Tableau continues to be Gartner’s modern BI market leader.  Tableau takes the cake for being the gold standard for intuitive interactive exploration, having a focus on customer experience and success and their expanded deployments/standardization rates.

What we’re thinking:  We agree – we see a lot of benefits to using Tableau, which is why our reporting and analytics team uses it as the foundation for presenting insights.  Tableau’s interactive capabilities and their position in the market makes them a great tool for all levels of BI.  We find that Tableau enables high-quality, meaningful visualizations, in a way that is intuitive for end users.


DCM Support – Impression on Download | PMG | February 15, 2017

Quick pitch: DoubleClick has announced that they are changing to a new “impression” definition in Q3 2017, in an effort to improve the quality of impression measurement.  Slow. Clap.

Image result for surprise

Now I want the details:  Another round of transparency for everyone!  Google has taken another baby step towards more precise impression measurement.  Today, a served impression is recorded whenever the ad server/delivery system responds to a request from a browser.  Tomorrow, the impression will not be counted until the browser or mobile device sends back a ping that the ad has started to download (which is already the case for video, tracking ads and certain impressions on Chrome).

What we’re thinking:  Although impression counts will appear to drop, we’ll now have more confidence that each recorded impression actually made it to a consumer.  It’s unclear by how much, but some of our partners are showing Downloaded impressions as low as 50%-60% of “served”.  This is great for measurement purposes – more clarity and accuracy is always better.  We’re keeping a close eye on this and will continue to monitor its impact on the output of Attribution models.


Was Methbot’s Financial Impact Grossly Exaggerated? | AdAge | February 23, 2017

Quick pitch: Just like your uncle’s story of that huge fish he caught up north last summer, Methbot’s impact on the industry may not have actually been as big as initially portrayed.

Image result for calculating

Now I want the details: Right before the new year, the digital security firm White Ops released a report on a video ad fraud scheme called “Methbot” where it estimated it was stealing $3 million to $5 million from marketers each day.  But a team of Google employees and the Trustworthy Accountability Group, believes that only 10% of the fraudulent impressions generated by Methbot were actually served with ads.  If that’s the case, it would put the financial impact from the Methbot scheme closer to $260,000 to $520,000 per day.

What we’re thinking: Yet another example of the difficulties in marketing measurement.  Top experts across the board are not able to agree on the impact of an ad fraud scheme because their measurement methods differ.  As challenging as it can be for marketers to measure the customer-level impact of their media, it’s even more challenging for industry watchdogs to assess the severity of ad fraud bugs.  Whatever the final conclusion is, we will continue to monitor ad fraud data and keep you updated on any impact it may have.


Hey folks, here is our new section again called, “What We’re Into!” No one puts baby in a corner, and Claire and I don’t want to be in a corner either. We’ll use this space to tell you about something we’ve been reading, watching or listening to in the past few weeks, let us know if you’ve been into the same thing!

What We’re Into: The total solar eclipse on August 21, 2017.  Find out if you’re close to the “path of totality” on Nasa’s website.  If you’re not, you might want to find a way to get there to see this once in a lifetime celestial event!

Image result for solar eclipse

Questions? Comments? Hit us up: [email protected], [email protected]

Ovative/group is a measurement and activation firm focused on activating enterprise value through marketing, measurement, and technology services.  Through our 20+ related engagements over the past three years in this space, we’ve observed some common themes that, when considered, greatly increase the probability of building solutions that lead to lasting capabilities rather than shiny pennies few are willing to adopt.


Our clients span multiple industries, including retail, healthcare, education, CPG, and hospitality; for companies with sales that range from $250M to $100B.  We engage with our clients both as advisors and as outsourced service providers; as a neutral measurement partner or as an end-to-end measurement and activation solution provider.


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