Inman Breaux, CEO at Hyros Inc joined us in this chat to share a few proven marketing and advertising attribution tips and best practices that enable marketing and ad measurement goals:

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Welcome to this MarTech Series chat, Inman, tell us about yourself and your role at Hyros Inc…

I’m a 15+ year Adtech and digital media executive and entrepreneur. I’ve had the fortunate pleasure of being a part of some great teams when I first started my career at places like The Rubicon Project (Magnite) and MoVoxx. Prior to Hyros, I co-founded a mobile ad network called Airpush in 2010 and sold it to a UK-based company called Appscatter in 2020.  During that time, I was able to experience scaling a company through rapid growth and various stages of revenue and team sizes. Now as the new CEO of Hyros, I’ll be leveraging that experience and deeper industry knowledge to do the same.

The Hyros team has already built something extraordinary in terms of product and team culture, accomplishing the hardest part already in my opinion – I’m here to help create more momentum, broaden our platform working with Banzai and set us up for accelerated growth. I’m excited to take data attribution beyond the Adtech industry and work with Banzai and their end-to-end video engagement platform for sales and marketing to infuse greater data attribution across Multiple-Channels and customer engagement touchpoints.

When it comes to B2B marketing attribution today: what are some of the fundamentals that need to be set in place?

Normally someone would say ‘despite the recent changes the following fundamentals remain the same…’, however, the reality is that given the recent changes over the past few years, the focus and make-up of ‘fundamentals’ have shifted.

Data is one thing that will always be the single most important part of this in terms of access, compliance and addressing the growing importance of customer and prospect privacy. Today compliant access and use of first-party data are more crucial than ever.   This is especially true within B2B marketing when dealing with SMBs, and enterprise clients.

Ensuring that your access, use and leveraging of data is correct and adhering to a changing environment is an absolute must. Every other aspect of marketing attribution and measurement such as ROI, ROAS, and multi-channel comparisons stem from this.

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Can you talk about some of the common challenges marketers today face with their attribution models and what can help?

The most common challenge is data privacy and compliance. Regulations and laws are changing rapidly and differ country-to-country, region-to-region. The challenge and often a competitive advantage for any company in marketing attribution will be how they access and leverage data particularly on a global level.  Furthermore, how quickly companies and teams can adapt their product and practices (and subsequently sales and marketing) to new compliance standards is a big challenge.  We’ve obviously seen big data privacy changes recently and more are definitely coming.  This moving target is simultaneously the greatest challenge and opportunity in the space and the entire Adtech and marketing industry is going to have to make some major adjustments to their approach.

What are some of the ways in which you feel the adtech niche is set to evolve in the next few years: a few predictions for the trends that will dominate the segment?

AI, alone as it is will dominate the evolution of the space as well as many others.

In the short-term, ad-spend will continue to be dictated by the walled-gardens of Apple (with ATT, SKAdnetwork, etc). Google (upcoming Privacy Sandbox), but I’d expect Amazon to start eating into their share, particularly Google’s.

Counter-intuitively I think over the next few years we’ll see a relative decline in the importance of privacy as we all become used to the cookie-less future and the rapid changes in regulations decrease.

In mobile, I think we’ll see a rapid increase of digital marketplaces integrated everywhere, which will enable a more seamless ability for users to make purchases (i.e. in-app purchases, single tap checkouts in social and ecom etc). This could exponentially increase ARPU and mobile marketing spending a lot, which in turn will really boost mobile ad spend.

Lastly, over the next few years once everyone is done bashing the metaverse, I think we’ll see VR and AR in particular continue to grow in content and marketing experiences which will require the same types

Five adtech best practices that you feel advertisers should follow in today’s digital ad space?

• Segment, Segment and Segment again to uncover truths about where to scale campaigns and where not to
• Connect advertising data with analytics data for a complete cross-channel picture of campaign performance
• Effective Frequency capping
• Leverage ML and AI tools

A few common misconceptions about the modern state of marketing and advertising and martech/adtech you’d like to dispel?

Adtech is dead. There definitely seems to be a misunderstanding, especially outside of Adtech, that recent changes led by Apple have been the death-knell of online advertising.  The space is evolving and will continue to evolve to meet the needs of users and content creators.

But advertising, like many things, is a tradeoff and there are far more people willing to engage with well-executed advertising than those who are willing to pay directly for content. It’s impossible to safely target and retarget users now.

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