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Sherrill Mane

Member since November 2007 Contact Sherrill

  • SVP Industry Services Internet Advertising Bureau
  • 116 East 27th Street 7th floor
  • New York New York
  • 10016 USA

Articles by Sherrill All articles by Sherrill

  • It Takes More Than Just Data in Metrics Insider on 07/07/2015

    The spring season of industry conferences, upfronts and Newfronts is starting to become a distant memory as we run headlong into summer. This year, many of the issues and themes that recur every year were back again. But this year, perhaps more than ever, there's a sense that real change is upon us. Measurement, metrics and data have never been more important - nor more in the spotlight.

  • Re-Fact-Oring Viewability Measurement in Metrics Insider on 06/10/2015

    Nearly every day, the same questions arise about why viewability matters -- and even what it is. Despite the manifold efforts to explain, and the unmeasured though undoubtedly high reach and frequency of trade press articles, blog posts, social media posts, real-world conversations, panels, and outright disputes, there is a reservoir of misunderstanding and misinformation. Among my favorites are:

  • Unvarnished Truths About Viewability in Metrics Insider on 05/12/2015

    I just had the privilege of opening a fascinating session at the IAB Advertising Technology Marketplace. The following captures the opening address and adds some insights from the experts' discussion.

  • Beautiful Ads Work -- What a Concept! in Metrics Insider on 03/17/2015

    Contrary to a popular notion in some digital ad circles today, intrusive ads can be highly effective. The proviso is that they be done right. This is the same principle that has guided the success of intrusive advertising in legacy media for many decades. Recently, the IAB conducted in-depth research on the effectiveness of IAB Rising Stars display ad units, and the findings demonstrated that big, intrusive ads on digital screens do build brands.

  • Viewability In Focus At Leadership Meeting in Metrics Insider on 02/19/2015

    The recent IAB Annual Leadership Meeting (Feb 8-10), attended by more than 1,100 executives, featured a number of conversations about viewability, including a Town Hall devoted to the subject. Over the course of high-level dialogue with stakeholders from the buy, sell and tech sides, it was clear that confusion persists. Clarifications were necessary:

  • Where Viewability Is Today -- And Why It's Critical For Digital's Tomorrow  in Metrics Insider on 01/20/2015

    On Dec. 16, 2014, IAB released "State of Viewability Transactions 2015,"a position paper that put forth seven principles for viewability transactions in 2015. Since then, the press and the ecosystem at large have engaged in worthy debate and discussion about the meaning of the paper for viewability, measurement, and ongoing deal-making. Still, with some stakeholders jockeying for position and disparate perspectives aplenty, misleading chatter erupted -- and even more than a month out, misconceptions persist. In order to put everyone back onto the same page, the following is a guide to the basics.

  • Pret-A-Mesure (Ready To Measure) in Metrics Insider on 09/11/2014

    It is Fashion Week in New York City. And, to coincide with this whirlwind marketplace of fashion, the IAB Mobile Marketing Center of Excellence just released "Fashion on Phones: Mobile Readiness of the Women's Wear Daily Top 100 Brands." Stunningly, the research found that a full 17% of the top 100 fashion brands do not have a mobile-optimized website. That 17% includes brands that regularly grace the pages of Vogue and Elle, such as Versace and DKNY, as well as those that are mainstays of fashion, like American Apparel, Reebok and Danskin.

  • Getting Clear On Viewability in Metrics Insider on 08/07/2014

    The IAB hosts a Making Measurement Make Sense (3MS) educational forum once a month in order to foster knowledge-sharing about measurement change and support the implementation of viewability. These sessions have been well attended and have helped many come up to speed on the massive transition that arrived once the Media Ratings Council (MRC) gave the green light to transact on viewable. Still, despite a plethora of educational sessions, an in-depth 3MS website including a comprehensive FAQ section, copious amounts of press coverage and more, a steady drumbeat of concerns and questions in the marketplace seems to persist.

  • Video Viewability: What You Don't Know in Metrics Insider on 07/08/2014

    We've reached another milestone in revolutionizing the measurement of digital ads. On June 30, the Media Rating Council's (MRC) gating period for transacting on accredited measures of video viewability ended, ushering in an era of new transactional currency. The new era may be underway, but it is still early enough that some are still in need of the basics.

  • Hearing Viewability in Metrics Insider on 06/12/2014

    June 30 is almost here. That date is the next milestone in the transition to viewable currency. It is the day when the Media Rating Council (MRC)'s gating period for video viewability measurement ends - and trading against video viewability, as measured by accredited vendors, can begin. June 30 is also the close of the first round of refinements to display viewability measurements based on the MRC Reconciliation Study.

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