Lizzy Lakra

Articles by Lizzy Lakra

Lizzy is a Senior Strategist within the Display team, working within the wider PPC department.

Blog Posts

Humans and machines: An opportunity for a new hybrid relationship

Humans and machines: An opportunity for a new hybrid relationship

As algorithms become increasingly advanced, is there still a need for human input? In the words of Garry Kasparov, the world’s best chess player: “I'm a human being. When I see something that is well beyond my understanding, I'm afraid". We’re entering a time when our everyday interactions are increasingly led by computers and often find ourselves in situations where we no longer understand the mechanics behind how they work.

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Magazine

The Challenge Of Attribution In A Growing Market

The Challenge Of Attribution In A Growing Market

Programmatic advertising is set to grow 31% in 2017, and over the last few years we’ve seen it emerge as the norm within digital strategies, with brands becoming increasingly familiar with how programmatic media buying can help them meet their objectives. One of the greatest barriers to growth is effective measurement, with a large proportion of marketers claiming they’d run more cross-channel campaigns if only they could accurately measure mobile ad performance.

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Blog Posts

Display metrics: What story does CTR really tell?

Display metrics: What story does CTR really tell?

The rationale for using click-through rate (CTR) as a marketing metric is largely surrounded by how simple it is to measure and understand, however that doesn’t mean it’s right to focus on it. I believe that as a sole performance metric, it’s actually quite redundant – and that we need to take action by making use of the options open to us as digital marketers to overcome the disadvantages of using CTR as a core metric.

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Blog Posts

Creating a brand safe environment for your ads

Creating a brand safe environment for your ads

Google was recently summoned by ministers as the government pulled ads over extremist content. It isn’t unheard of to see ads up against ‘inappropriate content’, which can be anything from adult content to violent or racial propaganda. But how can we control the internet? The simple answer is, we can’t – but what we can do is try mitigate the problem through our processes.

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