Measurement

The divide between publishers and advertisers around viewability sharpened during a Tuesday morning panel “Inside The Mind Of The Advertiser,” hosted by analytics provider Integral Ad Science. This wasn’t much of a surprise considering one panelist was Ari Bluman, GroupM’s chief digital investment officer for North America. GroupM has taken a notoriously hardline stance around […]

If an ad isn’t seen, that ad shouldn’t be counted. That’s Facebook’s position on viewability in a nutshell. As the debate around viewability swirls, Facebook outlined its point of view in a blog post Wednesday. “It doesn’t make sense for advertisers to count impressions that never enter a person’s viewable area,” said Brad Smallwood, Facebook’s VP of measurement […]

One hundred percent desktop ad viewability sounds like the simplest thing and an easy standard to meet. But advertisers still are in want, publishers wish they could provide it and this demand has generated frothy press releases from the ad tech community with “100% viewable” bolded in the header. The problem is that “100% viewable” […]

Advertisers’ demand for viewability is frustrating for publishers, who must contend with new contracts, new billing structures and new ways to value inventory, all while ensuring meeting viewability standards doesn’t erode ad revenue. During a town hall at the IAB Annual Leadership Meeting in Phoenix, about half the publishers in the packed room said they had […]

Measurement mogul Nielsen is bullish on its evolving digital measurement capabilities – but panels aren’t going anywhere, said CEO Mitch Barns. “The future of measurement is not about choosing between panels and big data,” Barns told investors on an earnings call Thursday. “It’s about combining high-quality panels with granular data sets for the best of both […]

WPP Group’s data management investment division Kantar entered Thursday into a strategic deal globally with online measurement mainstay comScore, which could give it up to 20% equity stake in the company — if all shakes out as planned. Read the full release. Through the deal, comScore will issue about 5% of its shares in exchange for […]

The vodka market is as crowded as a downtown bar on a Saturday night – and Stolichnaya is looking to differentiate. That’s where the millennial male – a social animal – enters the picture. “Our key target is millennial men, ages 25 to 35,” Stoli brand director Sarah Gorvitz told AdExchanger. “We call them ‘authentic experiencers.’” For […]

Jeff Lucas, head of ad sales for Viacom Music and Entertainment, likes photo-messaging app Snapchat. Because its user base is dominated by females under 25, the platform that popularized the “fleeting” SMS aligns closely with Viacom property MTV’s young millennial audience. It’s one of the reasons why MTV is test driving Snapchat’s new Discover feature, part of […]

At Industry Preview 2015, a group of analytics pros discussed what attribution looks like in 2015 in this panel led by Gartner’s Martin Kihn. Participants included: Anush Prabhu, Chief Channel Planning & Investment Officer, Deutsch NY Jon Vein Co-founder & CEO, MarketShare Michael Wexler, Director, Digital Insights and Marketing Effectiveness, Citi Sunny Youn, Director, Digital Media Analytics, Epsilon Check […]

A few years ago, pancake purveyor IHOP was doing more push than pull. “We typically did what many clients do – we pushed a lot of information,” said Kirk Thompson, IHOP’s VP of marketing, speaking at the Ad Club of NY’s MeasurementNOW conference in New York City on Thursday. “We knew a lot about [our […]