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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

  • The Viewability Trio: Ad Ops, Measurement Science, And Research in Metrics Insider on 11/05/2015

    Throughout the transition to the viewable impression as the core currency of digital advertising, many issues have come up. One subject that has not been addressed sufficiently, however, is the critical link among ad and/or revenue ops, measurement science, and research. It is the combination of the skills, talent, and drive of individuals working in these disciplines that enables better measurement.

  • UX And The Art And Science Of Measurement in Metrics Insider on 10/08/2015

    Last week at the IAB MIXX Conference, I had the pleasure of leading a spirited discussion on UX (user experience) measurement. Historically, in the media business, the consumer has - or should always have - been at the center of every decision about content and advertising. In the digital age, that idea has real-time relevance. Technology enables real-time collection of behavioral and biometric data that tell us about the user experience with an interface.

  • Going Beyond Viewability in Metrics Insider on 09/17/2015

    On Sept. 11, the 4As hosted a Town Hall on digital measurement, the centerpiece of which was the latest from the Making Measurement Make Sense (3MS) initiative. The MRC presented an update on measurement standardization and covered viewability and beyond, all in keeping with the steps put forth by 3MS. The market is adapting and adopting the new standard and looking forward to what its institutionalization can bring. What had once seemed like confusion over "opportunity to see" and the precise rationale for the viewable impression standard just a short time ago was conspicuously absent at this gathering.

  • Building The Orchestra And Conducting The Symphony in Metrics Insider on 08/06/2015

    In 2014, the IAB released a whitepaper entitled "Defining and Measuring Digital Ad Engagement in a Cross-Platform World." The paper was published under the auspices of the cross-ecosystem initiative Making Measurement Make Sense (3MS) and developed by a group of agency and publishing executives, with review by marketing executives. 3MS has become almost synonymous with viewability. That notion is incorrect. 3MS is, in fact, more than just viewability. It is a robust program that advocates for digital media measurement transformation and proposes solutions.

  • 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.

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