Attention is becoming a core KPI – Piper Heitzler, Amobee

Piper provides insights into cookie deprecation and lends advice to marketers for the year ahead. Listen in to one of PMW's 30 Under 30 winners.

Piper Heitzler Amobee

Piper Heitzler

Head of Growth, EMEA

Amobee

What are you going to do with your PMW 30 Under 30 Award trophy? 

Well, we have a gorgeous wall of shelves in our study where I work when I’m not in the office or travelling, and I think it might be a fitting decor piece there next to the books, plants and antique knick knacks I’ve accumulated. 

Where do you see yourself in 5 years time?

Doing what I love – leading teams, wearing many hats, combining technological capabilities into innovative solutions and getting onstage to tell the world about what my great company and team is up to. If anyone knows what the title of this dream job would be, certainly let me know – Chief Development Officer? 

What piece of advice would you share with young professionals looking to work in the PM industry? 

Look for a company that offers entry-level employees an opportunity for upward mobility, and in particular, a position that allows you to get your hands dirty and work cross-functionally – as what you think you want to do will likely change with experience. But you’ll never know the perfect job from the start, so it’s best to just dive in headfirst and get started. 

Bragging rights: what’s your proudest performance so far? 

August 24th, 2020: The day we found out that Amobee was named a “Leader” in Gartner’s Magic Quadrant for AdTech report. I had been co-running the Analyst Relations program for Amobee and, what others may not realise, is that you work tirelessly to brief the analysts for the entire year in order to set yourself up for success in that submission process. It takes many long hours, late nights and weekends to write and produce the 60-minute strategy and platform demonstration video – along with loads of other written materials and ascertained client reviews – but ultimately, seeing Amobee climb into the Leader’s quadrant for the first-time ever made every bit of hard work worth it. 

What is the one data or tech trend to watch out for in PM in 2022/23? 

I believe identity deprecation will (finally) disrupt historical digital KPIs, driving marketers to more heavily track attention metrics at scale. While we always hear the phrase “the only constant is change”, that hasn’t been entirely true for digital marketing benchmarks. Historically, a unanimous way to evaluate advertising performance was through ad server reports. However, as the visibility of ad server reporting has deprecated – meaning the cookieless environments within these reports are highly modelled – marketers have remained reluctant to adopt new currencies. With the introduction of scalable attention measurement and optimisation from partners like Playground XYZ, Lumens and others, I believe attention will be a core KPI in the years to come as it can be measured independent of cookies and can have more robust creative and performance insights than viewability or VCR.


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