Measurement

When Better Homes and Gardens refreshed its site last week, it did so with mobile in mind. About 50% of site visits to the Meredith Corp.-owned property happen on mobile devices, which made creating a better consumer and advertising experience on mobile a priority. But desktop got attention too, with both mobile and desktop redesigned […]

The mistaken belief that there’s an infinite supply of targetable inventory on the Internet keeps fraud viable. That’s a key takeaway from a presentation last Thursday by Videology and White Ops at Videology’s New York City office, following a partnership between the two companies in May. “Online ad spending spikes up in November and December,” […]

Channels are so last season. “I don’t care what device you’re on – I care about reaching you at the right time,” said Robert Spratlen, Viacom’s VP of digital media, data and audience development at Viacom, at Tapad Unify Tech ’15 on Thursday in New York. “Our product is content, our currency is audiences.” These days, […]

“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Catherine Oddenino, Analyst, AdExchanger Research. In a few recent conversations, the challenge and importance of analytics has come up. For two different agencies that specialize in content marketing, the biggest and fastest-growing parts of their businesses […]

As more brands introduce attribution technology – or push their agencies to do the same – basic models and applications on the vendor side are expanding. Initial players in the space, such as Adometry and Visual IQ, still focus on enterprise clients. Meanwhile, a newer breed of attribution tech is aiming more for a white-label […]

The fox can’t guard the chicken run. GroupM is not down with Facebook and Google’s reticence around third-party verification tags. “You can’t measure yourself,” said John Montgomery, COO of GroupM Interaction, North America, speaking at AdExchanger’s Clean Ads I/O conference in New York City on Wednesday. The fact that Facebook is working closely with the […]

According to a study conducted by the ANA and White Ops in December, 83-89% of agencies and media vendors see fighting ad fraud as a requirement, but only 26-28% actually have the tools in place to accomplish those goals. The latter may look like a discouraging figure, but Heineken senior media director Ron Amram sees […]

Brands need to feel confident that their ads are being seen – and “because we said so” is not an acceptable answer. That’s why Yahoo is bringing third-party verification tags from comScore, DoubleVerify, Integral Ad Science, Moat and several others onto its owned-and-operated properties and onto third-party sites within the Yahoo network. Yahoo is slated to […]

Television has the GRP. Mobile deserves the same. That’s the thinking at comScore. Starting Wednesday, the measurement company will make mobile ad reporting for apps and mobile web generally available within its validated Campaign Essentials (vCE) product. ComScore had done custom delivery of mobile measurement in the past on a client-by-client basis. That same data […]

There’s something fishy going on in China. According to mobile attribution company Apsalar, for every valid in-app purchase (IAP) made in China, there are 273 fraudulent ones. But China isn’t the only place with IAP problems. Taiwan sees 54 fake in-app purchases for every valid one, while Saudi Arabia clocks in at 24.6 and Israel […]