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 that have worked for other organizations:
Last week AdExchanger put out a research report on "The State of Programmatic Selling, 2015." What interested me in particular were the pain points that have emerged in the programmatic space, and the extent to which measurement can remedy this pain (or, conversely, the extent to which absence of measurement may be a source of pain).
In 2014, the IAB released a whitepaper entitled "Defining and Measuring Digital Ad Engagement in a Cross-Platform World." The paper was published under the auspices of the cross-ecosystem initiative Making Measurement Make Sense (3MS) and developed by a group of agency and publishing executives, with review by marketing executives. 3MS has become almost synonymous with viewability. That notion is incorrect. 3MS is, in fact, more than just viewability. It is a robust program that advocates for digital media measurement transformation and proposes solutions.