Ad tech fans unite to debate attribution – and dopamine

Pippa Chambers
By Pippa Chambers | 16 December 2015
Kerry McCabe, Patrick Darcy, Cat Prestipino, Evgeny Popov & Adam Furness

Ad tech enthusiasts from across the buzzing Australian scene once again came out in force for the final Sydney Ad Tech Meet-up of the year. (Picture gallery below).

Th topics presented included Programmatic and The Sharing Economy by RadiumOne's director of sales and business development APAC, Adam Furness, and Marketing Attribution - Challenges and Trends, presented by senior research analyst at Institute for Choice in the University of South Australia, Nico Neumann.

Around 100 people attended the event, held in Surry Hills, and a very engaged and heated Q&A discussion on attribution was quick to take off – with meet-up organiser and director of platform solutions at Lotame, Evgeny Popov, challenging Neumann on what indeed was the ultimate frontier and the holy grail of attribution. (Keep an eye out for AdNews' attribution special next year).

Neumann, who previously worked as a lead statistician - product development at IPG's research and analytics agency, Anomaly, hit off areas across agnostic providers, basic stacks vs customised solutions, avoiding walled gardens/conflicts of interest and more. He also suggested more brands ask for “evidence”, such as success case studies, white papers or mathematic proof/simulations.

Furness focused on the “sharing economy”, namely the feel good transmitter that is dopamine - a naturally occurring chemical reaction in the body which stirs during certain types of pleasure – such as social sharing activities. Dopamine fuels “100% of sharing behaviour”.

At the final meet-up, three lucky winners of a Christmas draw - Patrick Howard, Victor David, and Sara Cheng - also scored a free memebership to AdNews print and digital.

Did you miss the other meet-ups? Find out what happened here:

Ad tech junkies unite for latest Sydney meet-up
Ad tech meet-up - Living Social and Lotame pull a crowd
Attribution draws ad tech junkies in at latest meet-up

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