• Getting Clear On Viewability
    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.
  • Q&A With Rentrak's Ray Pettit
    Ray Pettit, Ph.D., is the chief analytics officer for ITVX at Rentrak, which means he is deeply immersed in the measurement of branded and in-program content. In my interview with him, Pettit talks about ITVX, biometrics in measurement, cross-platform applications to ITVX, native advertising measurements -- and, because he began his career as a musician, the importance of a liberal arts education in professional growth.
  • Panda 4.0: Winners, Losers, Impact On Marketing Measurement
    Ultimately, Google's goal with the Panda update is to ensure that consumers are pointed to the highest quality Web pages possible. But for all its good intentions, there have been some clear winners and losers, whose websites either gained or lost visibility in Google's organic search results.
  • 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.
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