Measurement

Audience measurement mainstay Rentrak paid homage to the staying power of programmatic when, on its Q4 earnings call just weeks ago, Vice Chairman and CEO Bill Livek credited automated advertising as a growing trend the company is now “catering to.” Rentrak has been on a tear of late, racking up headlines as a (perhaps less-publicized, […]

Vindico, a buy-side video ad server, on Tuesday rolled out the Vindico MatchPoint platform, designed to let advertisers onboard first-party records to match against Vindico’s database of consumer profiles. MatchPoint is integrated with the Vindico Bid Manager, a DSP the company made generally available Tuesday; it has built-in viewability capabilities powered by AdTricity, a video ad-measurement […]

If Oracle will flaunt the tight integration of its Marketing Cloud, so too will Adobe. The company, at its Digital Marketing Summit EMEA in London Wednesday, revealed (among other Marketing Cloud enhancements) tighter integration between its Media Optimizer and Analytics applications. In so doing, Adobe seems to be in the early stages of positioning itself as a […]

As the growing number of smart TVs and connected devices cause further fragmentation, de-duped cross-platform measurement has become the media planner’s imperative. Nielsen and comScore are answering the call by beefing up digital video and mobile integrations in their respective media measurement tools. Nielsen since 1950 has been inextricably linked to TV audience measurement, claiming access […]

Digital marketing attribution is in vogue. AOL will acquire attribution vendor Convertro for approximately $101 million, the company announced Tuesday afternoon. This comes on the heels of Google’s move earlier in the day to snap up competing attribution pure play vendor Adometry for an undisclosed sum. Customers will have access to Convertro in a couple […]

AOL CEO Tim Armstrong addressed a crowd of close to 2,000 media buyers at its NewFront Tuesday night with an exuberant, “tonight is about connecting content with distribution.” It’s clear, with AOL, that much of that connection will happen through video. Ran Harnevo, president of AOL Video, talked up digital video and its intent to […]

Apple has given its tacit approval for the use of its Identifier for Advertising (IDFA) to attribute app installs and post-install actions. The development, welcomed by app marketers and their ad partners, comes two months after Apple spread fear in the app ecosystem by rejecting some apps that didn’t adhere to a narrow ad serving […]

When the Media Ratings Council (MRC) last week lifted its advisory against buying and selling display ads based on viewability, it marked a milestone in determining whether an ad was actually seen. However, a number of industry execs say the problem is far from solved in display (let alone video, which still lacks a common […]

One of PC giant Dell’s first steps as a private company is overhauling its marketing spend. Dell executives unveiled results from its work with marketing attribution firm Visual IQ on Thursday at Forrester’s Forum for Marketing Leaders. “Our goal was to understand the optimal ways to reach our customers through all the channels that we […]

Industry insiders worry that as digital video and television converge, one will cannibalize the other in terms of media allocation. Not necessarily so, said Scott Ferber, founder and CEO of video ad platform Videology, during a panel the company hosted Wednesday. Ferber shared research commissioned by Videology and conducted by Forrester Research revealing that 70% […]