Hearst's Programmatic Ad Man Talks Cross-Device Attribution
Experience on the buy side and sell side of media brought David Katz to where he is today, running ad solutions at Hearst's Core Audience, the programmatic ad buying division of the publishing giant. The senior director of ad solutions works with hundreds of salespeople, arming them with data and analytics seasoned with his unique blend of supply and demand knowledge.
Ad Age asked Mr. Katz about the data and innovations that are changing the way he approaches the media world.
Ad Age: When is the last time you used the phrase "big data"? Has the hype diluted or altered its meaning?
Mr. Katz: The last time I used the phrase "big data" was in a conversation with a friend who happens to be a developer. We were debating when data becomes "big" and if there is an easy way to determine if a different analytical approach needs to be taken. The majority of work we do for advertising isn't big data and the term has been hyped up as a way to sell new technology.
Ad Age: What type of data did you last evaluate as part of your job and why?
Mr. Katz: I looked at our website consumer data to determine the best ways to segment for our advertisers. We look at how people read our articles to designate levels of engagement and enthusiasm.
Ad Age: What's the most significant recent advancement in data-related products or services?
Mr. Katz: Cross-device targeting and analytics. As nearly 50% of our readers arrive via mobile, it's important to discuss all devices from an attribution perspective on the same user.