Video: IPONWEB's Boris Mouzykantskii on 'Unpacking the Black Box' — ATS London 2013

In yet another insightful presentation from IPONWEB's Boris Mouzykantskii, he pulls back the veil on ad tech, beginning with the evolution of the market, then moving on to a 'how-to' on customising technology for advertisers, addressing re-targeting and re-attribution challenges — with a huge one being correlation does not equal causation. In order to remove bias from studies on conversion rates, it takes a data scientist to unpick these differences and it can be a complicated problem to explain to advertisers. Accurate attribution can be difficult, however custom re-targeting solutions can show better results. The goal here of course being reduced media cost with improved ROI.