A Cross-Device Convo With GroupM Connect And Univision Communications

At the Interactive Advertising Bureau (IAB) Programmatic Marketplace on Monday, Joe Laszlo, VP-industry initiatives at the IAB, asked two panelists if there's a way, in this complex world, to get to a simpler metrics machine.

Nikos Tsagaroulis, senior partner and director programmatic optimizations, analytics and data, GroupM Connect, answered "yes" to the question. 

Dan Murphy, SVP-audience measurement and analytics, Univision Communications, went further, noting that reach, duration and frequency are the three things you should measure. But make sure it’s comparable, viewable and a human being viewing the ad, he said, adding that the key is to make the system transparent and accountable.

Murphy listed some familiar challenges in programmatic measurement, including cross-platform, attribution, engagement and data quality. Tsagaroulis said while consumers increasingly use multiple devices, digital ad spend lags behind consumer behavior. As of 2016, there’s a 49% share of daily average time people spend with digital media, he said, but digital media accounts for only 37% share of U.S. ad spend (according to eMarketer).

The biggest challenge in programmatic viewable attribution is measuring ROI, Tsagaroulis said. “We know there’s no silver bullet here,” Tsagaroulis said. “At the end of the day, you’re going after a finite set of consumers,” he added, saying a lot of targeting tactics will overlap.

Laszlo asked both panelists for a key takeaway. 

Tsagaroulis said, "It’s complex. Make it simple."

Murphy said the industry needs to stay away from the easy, short-term money. Univision was one of the first digital platforms to be audited, he said, and it made a big difference to those who work with the company. 

"Do the right thing," Murphy said. "It’ll satisfy some and just astonish the rest." 

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