• Fighting Online Ad Fraud With More Sophisticated Metrics
    While most marketers are familiar with the concept of online advertising fraud, the conversation spiked recently with an article in The Atlantic, "Welcome to the Internet of Thingies: 61.5% of Web Traffic Is Not Human." The piece details how, for the first time, bot traffic has eclipsed human traffic, accounting for 61.5% of all website visitors. While this fraudulent traffic may be considered a mere nuisance to most marketers, what they might not realize is how much it's actually costing them. According to a recent article, the cost is estimated to be on the order of $6 billion annually.
  • What's Next: Viewability, Reach, Engagement And Brand Marketing
    When the ANA, the 4A's and the IAB came together to create the Making Measurement Make Sense initiative (3MS), we knew we would accelerate marketers' ability to use digital media to build brands along with legacy media. We knew that digital measurement needed to work in a cross-platform world. In addition, 3MS has to give brands the tools for the right allocations of media for an individual brand at a particular moment in its evolution.
  • Google's Embrace Of Non-Google Metrics Major Step For Digital Ads
    The news, announced this week, of Google and comScore parnering on metrics with validated Campaign Essentials is a major step forward for digital advertising. Making it easy for advertisers to evaluate digital advertising investment against a metric that CMOs have been using for decades (the Gross Rating Point, or GRP) represents a major evolution for Google, as it's one of the first, and easily most significant, instances of the digital giant embracing non-Google means of measurement.
  • Fraud Happens
    While the digital advertising industry has been on an onward trajectory, and spending is at a high, upwards of 20% to 30% of all online ads are affected by suspicious activity by cybercriminals.
  • 2014: The Year of Marketing Accountability
    The precision with which multichannel marketing performance can now be measured is unprecedented. As CEOs and CFOs continue to demand improved ROI accountability from marketers, adopting more advanced measurement techniques will become vital to optimize spending in 2014. Here are some compelling reasons why:
  • Exploring What Consumers Say About Digital Content Brands
    Digital media has been at the forefront of consumers' lives for some time now. We in marketing and media struggle with the challenges of measuring users, and how much and when digital media is being consumed, in order to measure the full media diet. Rarely do we collectively explore what content brands mean in today's constantly changing media landscape. We have not yet mapped the site content "brandscape," nor have we mined its value to advertisers. The IAB explored the contours of the consumer experience with content on sites belonging to media brands that originated in the analog world, as ...
  • The Collaborative Advantage: How Active Consumer Collaboration Is Essential Partner To Big Data
    What's the difference between Big Data analytics and consumer collaboration? And can these two very disparate approaches to consumer insight and innovation play well together?
  • When Choosing A Media Company, Take A Measured Approach
    In the past, we all assumed the ability of a media supplier to generate ad results was the number-one factor marketers used to evaluate the media companies with whom they do business. But the results of recent survey by Advertiser Perceptions, Inc. revealed that "aggressive rate deals" are considered more important to typical marketers. Not surprisingly, the survey has fueled a lot of speculation about what's driving this shift. What's the reason for marketers favoring rate deals over results? It's not because they don't care about results and ROI, but because many don't have an accurate and trustworthy cross-channel measurement ...
  • There's No Such Thing As Bad Data
    While missed KPIs are never a goal, they should be far from a nightmare. It's surprising that so many marketers throw the baby out with the bathwater when talking about why a campaign failed, mislabeling misses as "bad data." Good, bad, or ugly, data received from a campaign is always a source of fuel that helps power optimizations for live campaigns and valuable knowledge for future initiatives.
  • Time Spent Needs Defined Value In Viewable Advertising Ecosystem
    The digital advertising industry has been slow to adopt suitable measurement for viewability, as old-school metrics like impressions and clicks hold onto their seat at the table. For brands to make the most of their audiences and publishers to make the most of their inventory, we must adopt metrics that go beyond whether the ad reached its desired target and loaded on the "right" part of the page -- and develop metrics for actual "time spent" engagement. To do that, we must rethink what "viewability" means, why it matters, and how to both deliver and measure it.
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