Around the Net
The Problem Of Measuring Programmatic Video Success
- iMedia Connection, Monday, September 28, 2015 11:02 AM
According to eMarketer, nearly 70% of UK and US marketers have moved TV ad budgets to programmatic video. However, there is a hurdle in measuring success. The real problem is that more often than not, the success of a programmatic video ad is measured by completion rates alone. This is the sign of changing times. Between the issues of viewability and the advances in marketing attribution, the days of measuring a programmatic campaign's success based on simple metrics alone are quickly coming to a close.
