Ad fraud is a hot topic for marketers right now. But there's another type of fraud they should be concerned about: attribution fraud. ...

TV has drastically evolved over the past 15 years now that viewers have more choices than ever, with hundreds of channels offered by cable providers, online video, streaming services, on-dema ...

Historically, most marketers have assumed that only companies with significant marketing budgets could afford moving to an advanced measurement approach without taking a hit to their bottom line. But that ...

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 ste ...

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 ...

The Internet of Things is driving rapid change in consumer behavior and content consumption, including advertising consumption. According to a recent study conducted by Adobe, the average U.S. adult us ...

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 ste ...

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. ...

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 ...

Recently, I was talking to the CMO of a large brand who expressed his frustration with the current state of brand marketing measurement. He wants to prove that his bra ...

Getting an entire marketing organization to adopt a new technology or methodology and incorporate it into their day-to-day is hard. Here are a few change management tips for success th ...

Though recently there has been criticism of the single-currency model, a single currency drives standardized measurement across your company. Standardized and accurate measurement drive more effective optimization. And effective optimizati ...

While most people try to avoid running in circles, marketers are always striving for it. They are on a never-ending quest to sustain a true closed-loop marketing strategy, which isn ...

Recently, I was visiting with my nephew, a curious and entrepreneurial fourth grader. He'd just finished reading "The Lemonade War," a children's book that tells the story of a broth ...

One of my clients recently told me that he's spending a big portion of his budget on programmatic media buys, but isn't seeing a lot of ROI. He then proceed ...

This measurement scenario gets trickier when retargeting comes into play. While retargeting sounds like a winning strategy, there are certainly challenges associated with it. If marketers rely on last-touch measuremen ...

On a recent business trip in New York, I came upon a street vendor selling bottles of what he touted as a cure-all for just about any ailment, from so ...

During a recent business trip to San Francisco, I struck up a conversation with my Uber driver: sports, weather and the standard "how's business?" He said it fluctuates greatly, ...

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 weig ...

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 ...

We're entering a new era in which ordinary objects can be connected to the Internet using sensors and controllers. Such advanced connectivity, often referred to by the buzz phrase "Intern ...

The two highest grossing in-store and online shopping days of the year are just around the corner. Last year, Black Friday and Cyber Monday wrapped up with record online sale ...

It's a common misconception among brand marketers that conversions that take place offline are inherently "untrackable." It's true that marketers have historically been challenged in their attempts to correlate onli ...

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 be ...

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. ...

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 advanc ...

Marketers can derive actionable insight by tracking customer journeys to conversion, both online and offline. But that doesn't mean they need to violate consumer privacy in the process. ...

Last month, a spotlight presentation at the iMedia Brand Summit highlighted a programmatic success story, which got me thinking about the future of online publishers. New measurement techniques and technologi ...

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% ...

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 techniqu ...