Curt Viebranz was the president of Platform-A, the ad network division of AOL, where cost-per-click campaigns often ruled.
But now, Viebranz believes that as last-click analysis falls out of favor, ad tech startups are looking for ways to appeal to the perennial need of brands to maximize ROI, regardless of their specific marketing objectives.
According to Viebranz, who spent 17 years at Time Warner and its predecessor company, Time Inc, this trend is reflected by a slew of rebranding efforts and consolidations in the industry, as many startups are shifting their focus towards attribution services and away from behavioral targeting. This shift, Viebranz, believes, is being driven by some of the newer companies in the space looking to get brands to “kick the click-through habit” by creating better attribution models and better methods of evaluating consumer data.
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