Attribution draws ad tech junkies in at latest meet-up

Pippa Chambers
By Pippa Chambers | 15 October 2015
From L-R. Ben Sharp, Evgeny Popov and Chris Brinkworth.

Once again a batch of eager industry folk fused together to network and learn about the buzzing world of all things ad tech. See gallery below.

At this week's Sydney Ad Tech Meetup, organised by director of demand APAC at newly renamed SpotX, Christopher Blok, and director of platform solutions at Lotame, Evgeny Popov, managed to draw a crowd of more than 140 people.

The hot topic of the night was attribution and and tech stacks, with Chris Brinkworth, regional director, Asia Pacific at Ensighten, talking on the automation of advertising and its impact on a ‘tech stack’ roadmap".

Ben Sharp, managing director ANZ at AdRoll, followed up with with an introduction to attribution.

With membership base in excess of 750, this week's turn out was the biggest to date, with more than 140 people turning up at the event in the The Rocks.

"Its great to see how the underground ad tech community is growing with such rapid velocity, 750+ members, 140+ attendees was the record turnout,” said Popov.

Brinkworth said to keep up with what customers expect from an advertiser/publisher, you need to understand "the purpose of ad technology" and how to ensure each one fits into "a harmonious automated advertising stack”.

'with all the noise of programmatic buzzwords, if your tools do not work together they will end up leading to more confusion and greater inefficiency in a marketing department,” Brinkworth said.

“If you look at the past 24 to 36 months, the ad tech market has sky-rocketed with incredibly complicated (but great) new technologies and tools to help marketers work more efficiently.  

“However, many ( if not all of those) are siloed and are not connected nor automated. With the advertising automation presentation I wanted people to think about 'how does each tech help you to understand your customer and engage them in the right way?'.

The recent IAB Australia State of the Industry- Marketing and Advertising Technology report showed that attribution was a hot topic among Australian marketers.

"Attribution is a topic we, as an industry, all need to be talking about much more,” Sharp said.

It's about keeping ourselves honest and transparent and providing our customers with all of the information so they can make choices that best suit them and their business. Last night was intended as an introduction to attribution and some of the most common models to get the conversation started."

AdNews covers each event – did you miss the last? See below for more.

Ad tech meet-up - Living Social and Lotame pull a crowd

Ad tech junkies unite for latest Sydney meetup

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