• Why Offline Data Is Key To Online Data Segmentation
    Now that advertising is driven by "big data," marketers are well aware that certain targeting segments can make a positive impact on their campaigns. In ad tech, anyone with an algorithm and a data scientist on their staff can make a few bucks by pulling together some appealing segments and selling them to marketers. However, not all data segments are created equal. If online marketers and data companies keep trying to plug in the same segments, campaign after campaign, they will see diminishing returns. Targeting the same mom or auto intender segments doesn't do much good. Marketers need some outside-the-box ...
  • Video Viewability: What You Don't Know
    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.
  • Buying By The Data: Seven Ways to Make Your Media Buys Smarter
    Marketers today are swimming in data: customer data, loyalty data, first-party and third-party data, social media data, etc. All this data is great for learning more about customers and their preferences, but how do you use it to improve campaign effectiveness? The following are seven key considerations -- a checklist of best practices, if you will -- to help marketers use their data to improve the performance of their media buys.
  • Cross-Device Measurement: New Rules Of The Road
    From mobile phones and tablets to laptops and desktops, today's consumers are using an ever-increasing number of devices to access the Web, search for information, make purchases, and more. In fact, for the first time in U.S. history, consumers now use smartphone and tablet apps more than PCs to access the Internet.
  • Hearing Viewability
    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.
  • When More Data Is Too Much Data
    As we are praising the opportunities to create more insights from Big Data and to make better decisions, nobody seems to question what the right amount of data is. Just because by definition you need more data to get to Big Data, does not mean it is a good idea to keep collecting. There are a couple of more or less obvious consequences from gathering ever more data: it's costly, it slows down decisions, and it can be outright misleading.
  • Digitization Of Media Requires New Ways To Measure Marketing's Worth
    For marketers, the shift to digitization has significantly altered the media planning and buying process. Traditionally, marketers would plan and buy their TV/offline advertising up to a year in advance. But in today's online world, media planning and buying happens at a much more frequent pace. Since nearly everything in digital is trackable down to the individual level, marketers have access to an ever-increasing volume of user data, actionable advertising and media insights, and the ability to optimize media buying much more regularly for a faster time to value.
  • Big Data, Small Data, Smart Data
    Big Data is one of the most trending buzzwords -- and perhaps one of the most misunderstood and misused. Is bigger necessarily better? Is Big Data changing the way we consume ads, affecting the bottom line, or even worth sifting through? It's only natural to ask yourself, "What is all this Big Data doing for me?" Most importantly, do you have the right tools to find useful and actionable information that might affect your marketing or revenue goals? This adage may be most apt: You can't tell how much someone weighs with a yardstick.
  • The Future of Mobile Ad Sales: Change, As Usual
    What's next with mobile? It's a question that all of us are regularly asking ourselves, our colleagues, pundits and maybe even a stray Ouija board or Magic 8-Ball. But in an industry as quick to shift as mobile advertising, it seems wisest to turn to those on the front lines: the IAB's own member companies. To take the pulse of mobile ad selling, we surveyed our members that sell mobile display and video inventory. The questionnaire garnered responses from nearly 50 companies. While the sample was not large enough to be definitive, we definitely see indications of looming challenges for ...
  • Cross-Platform Measurement Solutions
    There has never been a better time to explore solutions for cross-platform measurement. New technological advancements have been embraced by content consumers -- and now, in 2014, we mark the first year that we're testing cross-platform unduplicated reach and frequency measurement solutions. We are not at the currency stage yet, but we are certainly taking the first steps.
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