• by Laurie Sullivan , Staff Writer @lauriesullivan, July 24, 2012

The analytics start before the campaign, according to Adam Kasper, EVP at Havas Digital, speaking at the OMMA Premium Display LA conference, but the metrics behind premium advertising is "squishier." That's the challenge. There's always a proxy for premium digital, rarely a fixed measurement. "That's the flaw with premium advertising" he said. "The programmatic type of buying is measurable and rolls into a return on investment" or measurement that procurement execs or chief financial officers look for to quantify investments.