Measurement

Last summer, analysts and industry players predicted viewability would become the standard metric for display branding performance. But for Jonah Goodhart, CEO of analytics services provider Moat, viewability is a starting point to determine the value of a display placement instead of the tool that will kill the clickthrough. “Two-thirds of all the world’s ad […]

In an effort to solidify the stature of its ad viewability offerings, the Google Display Network now allows advertisers to choose to buy only viewable impressions. The addition of the viewability-only option also reflects the demands of Google’s marketing partnerships. “We’ve been making a number of investments to make digital work for brands [including introducing […]

The big problem advertisers have assessing the value of video viewability is that the metric means something different every time it’s used. Publicis Groupe digital buying hub VivaKi hopes it can promise clients across its media-agency siblings a single definition for viewability by using video ad server Vindico’s verification tool, AdTricity, for all video ad […]

After several months in beta, Nielsen is finishing its decadelong project to combine audience measurement of TV, online and mobile with its Digital Program Ratings (DPR). The company is winding down a pilot test, running since May, with nine major clients: ABC, CBS, NBC, Fox, CW, A&E, Discovery, Univision and AOL. DPR’s public debut next […]

A new report from Neustar’s Aggregate Knowledge notes the strong performance of advertising in social channels in terms of reach (58% better than exchanges) and the ability to deliver more high-quality buyers than ad portals, networks and exchanges. According to Aggregate Knowledge President Rob Gatto, this portends a shift in the role of social advertising […]

While location-based ad delivery was once limited strictly to geofencing, the ability to combine device identifiers, geographic coordinates, and customer history data has added sophistication to location targeting. PlaceIQ is one of the latest companies attempting to introduce more value into location advertising via two product roll-outs last Friday. PIQ Analytics and PreVisit are designed […]

Real-time bidding has gained appeal with major brands, but the idea of using exchange buys for awareness campaigns often spurs the question: How do we measure this? Videocentric demand-side platform Dennoo is getting some attention for the guarantees it offers buyers for its time-based “cost-per-view” pricing model as an alternative to bidding on CPMs. “In […]

The Media Rating Council (MRC) is likely to lift its Viewable Impression Advisory early next year, giving marketers a green light to buy digital media on viewable metrics. This move has also caused vendors to scramble to position their solutions in anticipation of a demand spike for measurement tools. Assessing ad viewability has traditionally been […]

Ecommerce spending in the US grew 13% year-over-year in the third quarter to $47.5 billion, a softening from Q2 when the growth rate hit 15%, according to comScore’s State of the US Online Retail Economy report. “There was a bit of a dip in consumer sentiment,” commented Andrew Lipsman, VP of industry analysis at comScore. […]

Publishers have increasingly embraced products that provide more insight into their inventory and help them manage their ad operations. Yesterday at a panel discussion moderated by Yieldex CRO Andrew Rutledge at ad:tech New York, executives from Fox News Digital, Viacom, Washington Post Digital and Turner Broadcasting discussed the tools they’re using to better leverage ad […]