• Where Viewability Is Today -- And Why It's Critical For Digital's Tomorrow
    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.
  • On Viewability, Fraud, And Measurement Disparities
    Two of the hottest issues in digital measurement right now are viewability and non-human traffic (NHT), which includes but is not limited to fraud. It shouldn't be surprising, then, to discover that these two issues converge. By my count, 16 services are currently accredited by the Media Rating Council (MRC) for viewability measurement, and there has been a marketplace expectation that MRC-accredited viewability measurement providers should report converging metrics for viewability if two or more such solutions are deployed on the same campaign. As you probably know, this has not been the case.
  • A New Year's Resolution: Take Action On Insights
    How many times have you declared on Jan. 1 to lose weight and never followed through? After stepping on the scale and seeing the number, you immediately set a weight loss goal, plan your meals, and even create a fitness plan - but then never hit the gym. This same philosophy is also applicable to marketing measurement. After recognizing the inaccuracies of last-click measurements, you resolve to transition from traditional "siloed" measurement to a more advanced, holistic approach.But unless you activate your plans by putting the optimization recommendations into market, you'll never achieve your ultimate goal of improving marketing results ...
  • The Trouble With CTR As A Campaign Metric
    Now I know lots of folks in the industry are bashing the CTR right now, and it may seem like a trendy issue to some. But the truth is, the mere discussion of the CTR's proper place in digital campaigns is a sign of health: a sign that our industry is growing more ambitious as to what it can achieve through digital advertising.
  • A Metrics Miracle
    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.
  • Why Campaign Measurement Falls Short -- And Why Automotive Industry Is Best Test Case For New Strategy
    Ever since the first display ad was shown back in 1995, marketers have been promised that digital advertising would make their jobs easier because everything would have more measurable ROI. Here we are almost 20 years later, and marketers are asking why we're not there yet.
  • What Predictive Analytics Means For Marketers
    Most marketers know that big data contains valuable information that, when used properly, can transform their marketing. The problem is that these large data sets are often unstructured and "noisy," and manually mining data to uncover patterns is often time-consuming, inaccurate, and can feel like looking for a needle in a haystack. The outlook is not all bleak for marketers, however, and many are turning to predictive technologies to help reduce the noise and derive actionable insights from their data.
  • Seeing Clearly With Your Analytics
    The fundamental role of analytics is to use data to gain insight and make decisions. But, like comparing fast food to a gourmet meal, there's a really broad menu of options for success. Analytics, when done well, is a wonderful combination of many different things: mastering the obvious, a few moments of clarity, great listening skills, connecting the dots, and some really smart strokes of insight and organization.
  • An MRAID For Measurement
    At an IAB Mobile Center board meeting last year, a very smart senior marketer at a major financial institution said that the industry needed an "MRAID for Measurement." I was thoroughly gratified by that statement -- MRAID (it stands for mobile rich-media ad interface definitions) has been one of my proudest IAB accomplishments -- but a little surprised, too: as an under-the-hood creative API, MRAID is not necessarily something I'd expect a senior brand marketer to have on his radar. My interpretation of that statement was that the chaos of mobile metrics created a need for a common framework for ...
  • Overcoming Retargeting Challenges Through Predictive Segmentation
    In preparation for the holidays, I recently took a trip to a local electronics store to buy a gift for my son. While I have visited the store frequently in the past to browse their selection, I had yet to make a purchase. As I walked through the entrance, I was approached by an employee who was passing out coupons for a discount off their hottest item -- coincidentally, the item I came to purchase. As I considered this offline remarketing tactic, it got me thinking about its online equivalent, which we all know as retargeting. Retargeting platforms serve specific ...
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