Ad Execs Reveal How They Turn A Blind Eye To Walled Gardens, Suspend Measurement Standards

While the vast majority of advertisers have policies "requiring" or "requesting" media to use pre-approved measurements as the basis of their advertising buys, many turn a blind eye when dealing with big digital media suppliers, especially Google and Facebook.

While that's not necessarily a shocking finding, the research being released …

3 comments about "Ad Execs Reveal How They Turn A Blind Eye To Walled Gardens, Suspend Measurement Standards".
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  1. Jack Wakshlag from Media Strategy, Research & Analytics, October 28, 2020 at 10:24 a.m.

    Fox guarding the henhouse. Shocking but not surprising. 

  2. Ed Papazian from Media Dynamics Inc, October 28, 2020 at 11:04 a.m.

    This would be far more interesting if it was broken out by heavy users of network TV and Google/Facebook---so the important element of comparability was introduced. Also the nature of the "advertising" can vary significantly. On national TV a brand is almost always making a branding pitch; on Google or Facebook its sales promotional people may be engaged in direct marketing or "search" activities--where it doesn't matter how many eyeballs were "reached" ---only how many responses were generated.

  3. Chris Williams from self-employed, October 28, 2020 at 2:47 p.m.

    Performance metrics are a fool's paradise when you realize that conversion pixels are easily compromised. Those "compelling ROI" numbers should come from MRC accredited metrics that remove S-IVT from their counts but they don't. Plus if you are getting compelling ROI from invalid impression exposure then who is fooling who?
    Sales lift by geo-cohort while aligning all media metrics to Geo is the way to go.

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