• A Metrics Miracle
    Josh Chasin is a poet -- and he knows it -- with this twist on a seasonal classic:" 'Twas the week before Christmas, when alone in my house/ I was finishing shopping, with a click of the mouse;/Then I cleared out my browser cache, cookies deleted,/ In hopes of nefarious snooping, defeated."
  • The Year That Was
    And what a year it was. The digital industry, with help from friends like the Media Rating Council, has made progress in many areas of measurement. The aim of this column is not to provide a compendium of achievements -- nor to ignore the challenges still before us -- but, in the spirit of the holidays, to shine brightly and inspire even greater progress in the year to come.
  • Rethinking Traditional Audience Measurement Through A Digital Framework
    What would a video measurement system look like if one were to zero-base such a solution today, with the tools we have at hand, given the measurement challenges we face, while unencumbered by legacy systems?
  • Responsible Measurement: Protect Your Customers And Your Brand
    Marketers don't want their brand to be the first that comes to mind when consumers think of "those companies that follow me around the Internet." Fortunately, there are several steps that brands can take to demonstrate responsible measurement.
  • How To Measure The Impact Of Holiday Promos
    Although this is a critical time of year for marketers in many industries, retailers face a unique set of challenges when it comes to holiday metrics.
  • Let's Not Forget: Digital Advertising Moves Products
    Lately it seems as if every article I read about digital advertising is about viewability, fraud, or ad blocking. "No one's seeing my ads!" "Robots are seeing my ads!" "Robots are blocking my ads!" It's enough to make the casual reader think the sky was falling. I'm starting to think we're all collectively guilty of "burying the lede": that digital advertising works, persuades consumers, moves products.
  • The Viewability Trio: Ad Ops, Measurement Science, And Research
    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.
  • TV Attribution: Where's the Beef?!
    Impressions and rating points are good indicators of how many people saw your TV ad, but how does it influence individual consumer behavior? Consumers take action online in response to seeing your ad offline. But which types of TV ads trigger the greatest response? To ensure you're getting the most accurate answers to your questions, make sure your TV attribution methodology does the following:
  • Rethinking Traditional Audience Measurement Through A Digital Framework
    What would a video measurement system look like if one were to zero-base such a solution today, with the tools we have at hand, given the measurement challenges we face, while unencumbered by legacy systems?
  • Rethinking The Single Currency Model
    One of the long-standing assumptions in audience measurement has been the notion of currency - and more to the point, of a single currency. I learned about the one-currency model in a very real way working at Arbitron in the '80s and '90s. We won one single-currency battle: spot radio measurement, where we competed with Birch Radio. And we lost one: spot TV, where we competed with Nielsen. But I'd like to offer a radical opinion. In the digital age, multiple transactional media currencies can, do, and will continue to exist. Indeed, they need to exist.
« Previous Entries Next Entries »