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Author: Dax Hamman

Dax Hamman

Loving being the Chief Revenue Officer at Chango, the leading company in Search Retargeting, and the only total end to end solution in the industry). Living on a plane between Toronto, London, NYC, San Francisco and beyond.

Prior, I founded and led the iCrossing global Media group, developing the concept of 'performance display', an innovative planning strategy that drove significant ROI from display advertising for some of the world's largest and coolest brands.

I have 12+ years in the digital space with experience in just about everything online, including media, strategy, usability, creative, technical management, affiliate marketing and making clients really, really happy.

Why you can't ignore programmatic marketing

When it comes to innovation, a corporate leader needs to be judicious.

After all, if you adopt every emerging trend in digital media, you’ll find your company brutally pulled in every direction, like Justin Beiber dropped into a crowd of crazed thirteen-year-old girls. 

But when it comes to the trends of data utilization and personalized media, now is not the time to be cautious.

If you ignore these trends, I have a Blockbuster store I'd like to sell you. If not, read on.

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View-Through attribution exposed

Few topics in online advertising generate more confusion and debate than view-through attribution, and the debate isn’t likely to end anytime soon.

Marketers today are typically including it as part of the overall measuement of their ad campaigns, but still have questions about how to measure its validity, what percentage impact on consumers it is really having and how it is overlapping with the other marketing channels.

In Chango’s newest white paper, “View Through Attribution Exposed: What last touch isn’t telling you”, we’ve tried to put the confusion to rest. Properly used, we believe view-through is a valid metric that can help brands understand the true value of their display campaigns. Let’s start with the basics.

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