Joshua Chasin

Articles by Joshua All articles by Joshua

• A Metrics Miracle in Metrics Insider on 12/09/2016
  

  Josh Chasin is a poet -- and he knows it -- with this twist on a seasonal classic:" '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."

• Advertising Works -- And How! in Metrics Insider on 11/04/2016
  

  Sometimes I worry that we digital cognoscenti can get so lost in the magic and elegance of all these awesome algorithms and Big Data assets, that we forget to take a step back and ponder the bigger picture: the actual people out there on the other side of all those myriad screens.

• Advertising Works -- And How! in Metrics Insider on 04/01/2016
  

  Sometimes I worry that we digital cognoscenti can get so lost in the magic and elegance of all these awesome algorithms and Big Data assets, that we forget to take a step back and ponder the bigger picture: the actual people out there on the other side of all those myriad screens.

• Inside Today's Digital Household in Metrics Insider on 02/05/2016
  

  There was a time when understanding consumer use of the Internet was relatively simple - way more complex than understanding engagement with any other medium, sure, but still relatively simple. All we needed to deal with was engagement from computers. There were no tablets, no smartphones, no OTT; your thermostat wasn't a connected device.

• A Metrics Miracle in Metrics Insider on 12/22/2015
  

  Josh Chasin is a poet -- and he knows it -- with this twist on a seasonal classic:" '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."

• For Best Results: Big Data, Meet Media Research in Data and Targeting Insider on 12/21/2015
  

  I've been thinking a lot about the deployment of Big Data assets in the digital space. Clearly, it is one of the most profound developments in digital metrics - and indeed, in our lives. The Internet of Things is already here; we can pay with our watches, and we've got Google thermostats. But in our space, I worry that there is too much emphasis placed on "Big Data," and not enough on "Good Data." Perhaps here the data scientist can learn from the media researcher.

• Rethinking Traditional Audience Measurement Through A Digital Framework in Metrics Insider on 12/11/2015
  

  What would a video measurement system look like if one were to zero-base such a solution today, with the tools we have at hand, given the measurement challenges we face, while unencumbered by legacy systems?

• Let's Not Forget: Digital Advertising Moves Products in Metrics Insider on 11/11/2015
  

  Lately it seems as if every article I read about digital advertising is about viewability, fraud, or ad blocking. "No one's seeing my ads!" "Robots are seeing my ads!" "Robots are blocking my ads!" It's enough to make the casual reader think the sky was falling. I'm starting to think we're all collectively guilty of "burying the lede": that digital advertising works, persuades consumers, moves products.

• Rethinking Traditional Audience Measurement Through A Digital Framework in Metrics Insider on 10/22/2015
  

  What would a video measurement system look like if one were to zero-base such a solution today, with the tools we have at hand, given the measurement challenges we face, while unencumbered by legacy systems?

• Rethinking The Single Currency Model in Metrics Insider on 10/16/2015
  

  One of the long-standing assumptions in audience measurement has been the notion of currency - and more to the point, of a single currency. I learned about the one-currency model in a very real way working at Arbitron in the '80s and '90s. We won one single-currency battle: spot radio measurement, where we competed with Birch Radio. And we lost one: spot TV, where we competed with Nielsen. But I'd like to offer a radical opinion. In the digital age, multiple transactional media currencies can, do, and will continue to exist. Indeed, they need to exist.

Comments by Joshua All comments by Joshua

• Dickishness 2.0 by Joe Mandese (Red, White & Blog on 07/03/2025)
  

  The cruelty appears to be a feature, not a bug. Sadly, the real problem isn't him. It's us.

• FTC Prohibits Omnicom/IPG From Using Political/Ideological POV In Media Buys by Steve McClellan (MAD on 06/23/2025)
  

  So this is the world we live in now. Brand Safety is illegal.

• Uncapping The 39% TV Station Ownership Cap: Who Gets Tapped? by Wayne Friedman (TV Watch on 06/23/2025)
  

  I think this can only be good for local broadcast. Could you imagine iHeart competing with the large digital players theway they do, if they had built their empire on just the 40 stations Clear Channel owned prior to the Telecommunications Act of 1996, as oppoed to the 1200 iHeart owned in 2000, or the 850 they own now? There's something to be said for scale.Indeed it may be too little too late. But I think the future of local broadcast is likely tied to next generation technology-- not least includiing ATSC 3.0, or "Next gen TV." Larger collections of stations are prpobably better positioned to support and deploy upgraded tech stacks, and to developp new product offerings across markets. for regional and national brands (and maybe if Next Gen unlocks addressability, they can take back some of the locally-originated money they've lost to the self-serve digital platforms.)

• Nielsen Benchmarks Ad-Supported At 72% Of All TV Viewing by Wayne Friedman (Television News Daily on 05/01/2025)
  

  My thought also was that there is more pay cable (HBO e.g.) than i would have guessed. 

• Nielsen Benchmarks Ad-Supported At 72% Of All TV Viewing by Wayne Friedman (Television News Daily on 05/01/2025)
  

  A Couple of things.1. are we saying that 42.4% of time spent with ad-supported TV was via streaming; or that 42% of time spend viewing ads was via streaming? I assume the former, which would suggest that the actual share of impressions delivered via streaming is lower than 42%, because streaming platforms tend to have lower spot loads.  2. Streaming accounts for 42.4% of 72.4% that is ad-supported, or 30.7% overall. The May Gauge reports that streaming accounted for a total of 44.8% of (I assume) total time spent, so the remaining 14.1% of total viewing that is streaming must come from the 27.6% that is ad-free viewing. This turns out to be 51% of ad-free (51% of 27.6% gives you that remaining 14.1%.)this means that:--49% of ad-free viewing is to linear TV. This surprises me (i'm not saying it's wrong; just that I find it surprising.)--68% of streaming viewing time spent is ad-supported. That's higher than I'd have guessed, but given the relatively new ad tiers for NFLX, Disney+, and Prime, and the general buzz about the growth of AVOD, probably not surprising. I guess I'm surprised that it's not surprising. 

• Normalizing Principal Media Buying Is Not Normal by Maarten Albarda (Media Insider on 06/13/2025)
  

  Please forgive a naive question, but I'm genuinely curious. Isn't this basically how the upfronts work? Agencies buy blocks of network inventory in advance, and then parcel these out to their clients? 

• WPP Media 3.0 by Joe Mandese (Media 3.0 on 06/10/2025)
  

  This might be contrarian, but I'm not sure this is as revolutionary as it seems. Already a significant share of advertising involves programmatically serving ads to devices; in that sense, people are already not a part of the equasion.

• The Ups And Downs Of Synthetic Data: Do We Even Need It Anymore? by Cory Treffiletti (Media Insider on 05/14/2025)
  

  A couple of things.1. An uptick in consumer opt-in rrates is encouraging, but perhaps the greatest threat to data today is the evolution of privacy laws, and the resulting "signal loss." A spate of new state privacy laws began going into affect in early 2023, and one immediate result, for example, has been the movement from the concept of PII to SPI (sensitive personal information). This has been interpreted to include, for example, data on consumer race and ethnicity, hich has become less widely available as these laws pass. I think with respect to synthetic data, it is important to differentiate between use cases. For example, there are opportunities to enrich an identity spine-- real or synthetic/virtual-- with attributes from research like MRI/Simmons, or even social listening services like Helixia. We can use AI to "paint" attributes from a pool of consumers across a larger identity spine, making the inferences we can make about the devices, persons, or households comprising these spines richer.That said, believe me, I'm as wary of AI as anyone; every movie about an AI future is a dystopian nightmare.

• Amazon Upfront Focuses On Sports, A-Lister Content by Laurie Sullivan (MediaDailyNews on 05/13/2025)
  

  Did Jamie Lee Curtis really say True Lies launchd her career? I woud have thlught the first Halloween film did that, 16 years prior.

• Video Just Killed The Upfront Star by Joe Mandese (Planning & Buying Insider on 04/28/2025)
  

  Ed--There is a problem with this definition of TV, and to illustrate this prtoblem I'll offer up my soon-to-be-21-year-old daughter. One afternoon when she was 14 I was walking past her room, and the door was shut. So I called in, "What are you doing?" She said, "Watching TV."She didn't HAVE a TV.What she was doing was watching Netflix on an iPad.She (and her entire demographic cohort) watch very little of what fits into yur definition of "TV."  When I was at Comscore and we had a meeting with a room full of 30-and-under planners (say a dozen), I would always ask, "How many of yu have a TV?" It wasn't uncommon that no hands went up (or maybe 1 or 2.) I said the same thing about landlines, when younger people were committed to cell phones; no one is going to wake up one day and say, "I'm 40, I have 2 kids and a big house in the suburbs-- I need a landline!"I understand how the major brand advertisers feel about what counts as "TV." But if we continue to define "TV" as being watched on TV, we are going to limit the definition to a medium consumed by viewers with the lowest CLV (i.e., the oldest.).   

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