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 advance. But in today's online world, media planning and buying happens at a much more frequent pace. Since nearly everything in digital is trackable down to the individual level, marketers have access to an ever-increasing volume of user data, actionable advertising and media insights, and the ability to optimize media buying much more regularly for a faster time to value.
Big Data is one of the most trending buzzwords -- and perhaps one of the most misunderstood and misused. Is bigger necessarily better? Is Big Data changing the way we consume ads, affecting the bottom line, or even worth sifting through? It's only natural to ask yourself, "What is all this Big Data doing for me?" Most importantly, do you have the right tools to find useful and actionable information that might affect your marketing or revenue goals? This adage may be most apt: You can't tell how much someone weighs with a yardstick.
What's next with mobile? It's a question that all of us are regularly asking ourselves, our colleagues, pundits and maybe even a stray Ouija board or Magic 8-Ball. But in an industry as quick to shift as mobile advertising, it seems wisest to turn to those on the front lines: the IAB's own member companies. To take the pulse of mobile ad selling, we surveyed our members that sell mobile display and video inventory. The questionnaire garnered responses from nearly 50 companies. While the sample was not large enough to be definitive, we definitely see indications of looming challenges for …
There has never been a better time to explore solutions for cross-platform measurement. New technological advancements have been embraced by content consumers -- and now, in 2014, we mark the first year that we're testing cross-platform unduplicated reach and frequency measurement solutions. We are not at the currency stage yet, but we are certainly taking the first steps.