Cookie-free data unions will become key components to understanding the complexities of consumer behavior. These permission-based platforms address the challenges and opportunities of the data-hungry
ad and research industries. What is the novel approach of data unions? Consumer ownership and agency over their data, including the ability to monetize it.
Attributing search results to source documents could help verify the accuracy of information. Researchers build transparent language models designed to evaluate sources.
Advocado says the deal gives it an integrated ad verification, attribution and campaign coordination platform, for advertisers to efficiently track and measure their ads.
NBC sketched out six key areas of segmentation: audience measurement, audience verification, brand measurement, incrementality measurement, sale impact, multi-touch attribution and business-outcome
According to the study, there are five areas where multinational marketers are struggling within their media practices.
Advertisers must protect their investments and hold partners accountable to the deals that were made. Here are a few things to keep in mind.
Burger King is prioritizing the moments that matter for the company - whether on TV, OTT, social - to drive incremental traffic and build brand. Learn how BK's media team is leveraging attribution
modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.
DiMarco will help steer the company into greater adoption of measurement that can compare TV results with video on social media.
The Out-of-Home Advertising Association of America this morning released a comprehensive guide for capturing mobile ad identity data to effectively evaluate which consumers are exposed to digital
out-of-home media. The OAAA said the guide was developed with "top member industry leaders" and that it is intended to serve as an industry-wide measurement standard.
What would it mean to your media mix model if you bought people instead of channels? Building out your media campaign with smart data and custom modeling instead of working from the top down. Cadillac
is doing just that with their current audience first approach.
"Opt-in rates are expected to be very low, which effectively ends the IDFA as a reliable identifier of users," Trip Chowdhry, managing director of equity research at Global Equities Research, wrote in
a research note published Monday.
What happens when Apple users encounter that pop-up after privacy regulations take effect? On average, 47% will not allow tracking, and 67% of those age 65 and older will not allow it. Some 21% of
those age 35-45 say they're very likely to allow it, according to survey results released this week.
While many consumers have some implicit knowledge why digital identity trackers exist, most don't understand what the explicit value exchange is.
The solution offers what the company says will be a measure of sponsorship investments based on sales revenues and brand health over a set period of time.
Nearly a year into quarantine, people continue to search on Google for "things to do during" certain times, with searches for the phrase rising 300% globally year-over-year. There are early signs
that some consumers are preparing to go back out into public settings, with "makeup app," "long tops for girls," and "wedding suit" rising.
"We have a fire under us that needs to be addressed," Essence Global Chief Media Officer Adam Gerber warned.
The "real time" or close-to-real-time results provide the cornerstones to adjusting any marketing dimensions to more rapidly support optimizing ROI and/or brand equity.
Eye-tracking TV tech company TVision has added person-level measurement data now being used by ad-tech and media-measurement companies Xandr, Oracle Moat, VideoAmp and iSpot.
"Methodology, rather than technology, is [the] root cause of TV attribution outcome differences," according to the study issued by CIMM and the 4As. TV attribution results can be all over the place,
due to inconsistent data inputs, the study says.
Roughly 16 different initiatives are currently underway to find the industry's Holy Grail: true cross-platform measurement.
As agencies and brands determine how to survive in today's new landscape, lead management is key for agencies and brands. The digital world has been a lifeline for sales teams during the COVID-19
pandemic. In fact, for most businesses, it has been one of the only ways forward. Among the top 10 search topics with the largest discrepancy among brands and agencies, according to this week's
Bombora search topics? Lead Management, Lead to Account Matching and Lead Scoring all ranked highly.
Dramatic shifts in viewing behavior and buyers' and sellers' efforts to understand them will force a reconsideration of how quickly we need cross-platform measurement tools now made possible by
highly granular, sophisticated data and measurement systems.
I predict 5G will lead to the explosion of voice search as the value of the Internet of Things and the connected home is truly realized. Here is why -- and here are a few things marketers can do to
gain a deeper understanding.
The study, in conjunction with the 4As, will investigate the drivers behind differences in attribution results from six national, linear TV campaigns that aired in 2019.
The percentage of advertisers in North America that had adopted MTA methods rose to 45% this year from 41% in 2018, according to a survey by the Mobile Marketing Association.
Multi-touch attribution use is growing. But only a minority of firms have integrated it into their media mix, the MMA reports.
Haven Life, purchased by Mass Mutual a decade ago and launched in 2015, wanted to lower the cost of acquiring new customers as well as improve applicant quality and its propensity score.
Data and technology are fueling demand for digital out-of-home media, making it more efficient, easier to plan and buy and post results for, according to a survey of media planners released this week
by trade group Digital Place-Based Advertising Association.
Kantar's full-funnel, multi-touch approach is intended to teach marketers to focus on brand building, and includes driving consumers to their website, even if the company doesn't support
A new study from the 4As on industry measurement issues finds that unduplicated multiplatform reach, attribution and greater visibility into so-called walled gardens are the top priorities among