At TechCrunch Disrupt NY, Neal Mohan, VP of display advertising products at Google, Facebook ad products director Gokul Rajaram and Twitter senior director of product revenue Kevin Weil
agreed on the importance of multi-screen, cross-platform advertising but diverged on ROI. Mohan said measuring value remains the biggest obstacle. A “full one-third of digital campaigns will
soon be measured by a metric other than clicks.” Rajaram said that Facebook is working with Nielsen and DataLogix for reach, view and conversion data. Weil then said that Twitter is more focused
on engagement, because no one ever takes a screenshot of a banner ad and sends it to their friends.
Read the whole story at TechCrunch »