Nielsen has for years sought ways to measure the interplay of social media activity and TV viewing. Its new “multi-year” deal with Twitter is a tacit acknowledgement that Nielsen can’t close the media measurement loop on its own. There’s a similar observation to made about this morning’s announcement that Nielsen is buying long-time audience measurement rival, Arbitron, […]
“How do we deliver analytics in a way that is inexpensive – and not a headache?” That is the high-level proposition behind BitYota according to Dev Patel who co-founded the company with fellow, former Yahoos Harmeek Bedi, Soren Riise and Poulomi Damany. And last week, he and his company took the wraps off of their solution […]
It’s been less than two years since former Aperture executive Scott Knoll was brought in as AdSafe’s CEO. Knoll has just introduced his biggest change to date: After today, the brand “AdSafe” is no more. Instead, the company will now be known as Integral Ad Science. In a sense, the move codifies a shift that […]
The Interactive Advertising Bureau, Media Ratings Council, and other associations recently completed a study of viewable impressions conducted with 17 advertisers across 12 agencies that encompassed roughly 3 billion impressions. The MRC aggregated and analyzed the data, and released a handful of nuggets publicly. Jessica Sanfilippo, Group Media Director with participating agency 360i, discussed some details of the […]
Online analytics provider Quantcast is unveiling a new self-service tool for its brand targeting solution, Quantcast Advertise for Branding. After months of beta, starting today publishers and advertisers can better manage deals directly based on specified audiences. Quantcast CEO Konrad Feldman told AdExchanger the goal is to be viewed as the company that makes real-time bidding and […]
As marketers push for greater ROI and accountability, demand naturally rises for tools that can ascertain whether a campaign reached its audience. This is driving a boom in the ad verification sub-sector, and some turf wars as well. Witness last week’s counter-suit by analytics provider Moat against comScore over patent violations, which was a reaction […]
There’s a lot of talk about the need for online advertising to be less “obtrusive.” (Okay, that view is mostly coming from Microsoft with regard to the default “Do Not Track” feature in its latest Internet Explorer web browser. But still.) When it comes to video, the notion of user control has been a big […]
Ask a random digital ad buyer how she feels about the shift to a Viewable Impression standard and you’re likely to get an upbeat response. But she may not realize the efficiency and cost savings that come from buying only in-view ads can mask a significant problem on the reporting side. The issue is this: […]
Several months after Adobe acquired media buying services and platform company Efficient Frontier (and Context Optional, the Facebook ad optimizer it arrived with), the company has unveiled its full slate of ad analytics for earned media in the form of Adobe Social. Adobe Social promises to track every campaign and determine whether commenting and other […]
The rise of audience buying has significantly changed the way media is bought and sold. Part of the value for buyers is the promise of greater efficiency and control over ad spend. But those controls can prove illusory, says Philipp Pieper. Pieper is CEO of pre-bid analytics provider Proximic, which has just updated its Agents Application. […]
