Measurement

The Competition and Transparency in Digital Advertising Act, the American Data Privacy and Protection Act and efforts to change Google’s and Apple’s mobile advertising practices would force companies to adopt new practices and technologies to understand and act on consumer identity. Mathieu Roche, co-founder and CEO at ID5, dives into each initiative and its implications.

Back in 2018, Tim Cook said, “The truth is, we could make a ton of money if we monetized our customer—if our customer was our product.” Fast-forward to 2022, and, to deliver the most relevant Apple Search Ads, the company uses “information a customer includes in their Apple ID account” for ad targeting purposes. If that isn’t monetizing your customers, what is, writes Uriah Av-Ron, partner and founder at Oasis Public Relations.

Advertisers of all stripes are rethinking their ad measurement and attribution strategy. But the burst of new incrementality testing models, in-housing programs, multitouch attribution and media mix modeling efforts haven’t exactly led to a renaissance of understanding how measurement works.

It’s almost impossible for advertisers to know who’s really sitting in front of a TV screen, and they typically aren’t told what content their ads are running against, either. TV measurement companies are turning back to panels for help. Panel-based measurement provider TVision announced a $16 million venture round led by alternative TV measurement provider iSpot.

Like it did for the web, programmatic is transforming linear TV ad buying. But TV calls for a more nuanced approach. The programmatic technology that automates ad serving on TV will have to be different from the rest of the digital ad ecosystem, said Pooja Midha, EVP of Effectv, the ad sales division of Comcast Cable.

The growth of streaming has pushed TV into the realm of digital media, enabling data-driven, audience-based advertising and near-real-time impression-level decisioning. This new era of TV advertising requires a new era of measurement that delivers the granularity and speed advertisers need to maximize campaign performance.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Playing The Game Amazon took its first real step into linear TV broadcast territory in September when it streamed its first live NFL game only carried on Amazon Prime, not a TV network. And, of course, Amazon is already feuding with Nielsen.   There’s […]

Google Analytics began 2022 with an important goal to migrate its entire customer base onto Google Analytics 4 (GA4). Universal Analytics (UA), the longtime baseline analytics service, was to sunset by October 2023. UA was set for shutdown next year, but Google Analytics announced on Thursday that the company will push that deadline to July 2024.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The New Apple October 25 quietly marks a big step for Apple’s ambition to become one of the world’s largest advertising companies.  Starting today, developers can promote themselves directly in the “Today” section of the App Store, MacRumors reports. The “Today” section is a […]

The benefits of technology are seemingly endless. Yet despite the many doors that smart TVs will open in the years ahead, they won’t – by themselves – provide the media industry with an accurate view of who’s using them, writes Jonathan Wells, SVP of data science at Nielsen.

Multitouch attribution has fallen into disrepair. Facebook and Google platform attribution is a mess. User-level tracking is going the way of cigarette smoking during a pregnancy. So, what’s left for digital advertisers who need to bring performance measurement back to their media plans? Incrementality testing, it seems. “I was a little bit skeptical as to […]

Almost one year ago, the W3C created a small sub-group called the Private Advertising Technology Community Group (PATCG). And, against the odds, the PATCG has made theoretical progress on a number of key ad tech and privacy logjams in the past year.

To plan, target and measure media buys on TV, advertisers need to resolve identity at the household level, which calls for full media transparency, said Kelly Metz, managing director of linear and advanced TV activation at Omnicom Media Group. Kelly Metz will be speaking about the future of TV measurement at AdExchanger’s Programmatic I/O conference on October 17-18 in New York City. Click here to register.

VideoAmp released a tool that allows publishers and advertisers to compare audience viewership second by second throughout the duration of a program. The purpose is to help buyers target their ads more effectively. Advertisers have been demanding discrete program insights for targeting and measurement planning, Jonathan Bohm, VP of product at VideoAmp, tells AdExchanger.

CTV is at a crossroads, writes Mark Walker, CEO of Direct Digital Holdings. We’re already seeing streaming become the dominant way TV is delivered, which opens up CTV ads to a wealth of possibilities. With that, the industry will face an existential question: What is the role of TV advertising now that it is connected? 

Roku became the second major CTV publisher to adopt Nielsen’s new ad deduplication tool for measuring its ads across linear and streaming video inventory, following YouTube this summer. The tool is designed to help programmers deduplicate audiences across linear and streaming by comparing reach across screens, Kim Gilberti, SVP of product management at Nielsen, told AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. OneView, Meet ONE AdExchanger has previously referred to Roku and Nielsen’s relationship as a “strategic accord.”   Roku was the first streaming media platform to use Nielsen ratings and has delivered semi-annual doses of good PR to Nielsen during a dismal streak. And when […]

A marketing campaign is nothing without a strong measurement strategy. Each channel and tactic you are investing in needs to be held accountable to business results. Confirmation bias creeps in when you consider a KPI that is easily manipulated but isn’t a true reflection of business results, writes Elise Stieferman, director of marketing & business strategy at Coegi.

For years, video completion rate (VCR) has been a top metric for digital marketers. But as a standalone measurement metric, VCR doesn’t cut it anymore, writes Katie Cladis, VP of product at Digital Remedy. While it can illuminate aspects of advertising’s performance, it just shouldn’t be at the very center of a modern video ad campaign.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Unfluential  Meta claims to have taken down a Chinese political influence operation that used fake accounts to agitate and misinform Americans. The China-backed ring of accounts focused on hot-button issues, such as gun control and abortion, from both sides. This was about China […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. All A-Board The W3C created a board of directors and filed to become a 501(c)(3) nonprofit. Hooray!  You seem unenthused.  It may sound dull, but this is important news.  MIT informed the W3C last year that it would no longer host the organization. But […]

How will the high-stakes game of antitrust chicken between Google and the US Department of Justice play out? It could be a first important proactive step toward true structural change – not just at Google but across many of the biggest players in the industry, writes Arnaud Créput, CEO of Equativ.

Streaming has a Hispanic underrepresentation problem. Hispanic Americans account for nearly 20% of the US population, but Latino actors were cast in only 5.5% of the roles in digital programming during the 2019-2020 broadcast season. The representation gap is even wider in streaming TV than it is in broadcast, where Latino actors accounted for 6.3% of all roles.

Call it the rise of TikTokalytics. A group of young attribution and analytics startups, the newest wielding particular talent on TikTok, have inherited the Earth from multi-touch attribution (MTA) companies.

Ad tech must quit its addiction to user IDs and instead start focusing on how we can innovate in other areas: audience targeting, managing frequency and improving measurement (especially conversion attribution). Meanwhile, contextual and geo-based targeting are a great way to reach an audience and get better than expected ROI on campaigns, writes Ian Trider, VP of RTB platform operations at Basis Technologies.

Fiverr is a site that matchmakes freelancers with companies looking to meet immediate, one-off business needs. But now that remote work appears here to stay, Fiverr realized it needed new messaging to get large businesses to hire freelancers on a longer-term basis, said Matt Clunan, Fiverr’s global head of brand and digital. And Fiverr decided TV is the best way to branch out.

Broadcasters have long been dissatisfied with Nielsen’s panel-based approach. But now, panels are making headlines again as a fresh way to measure streaming and TV consumption. But this time, the TV industry says it’s talking about “calibration panels,” not audience panels.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Leaked Sneak Peek The TV industry waits with bated breath for Netflix’s and Disney’s ad-supported tiers to face off in 2023. In the meantime, Disney’s plans got leaked to Insider. Disney is pushing hard to promote its streaming inventory to advertisers before ads […]

Brand awareness is top of mind for PepsiCo’s senior director of media strategy and investment Katie Haniffy. And PepsiCo is focused on adjusting its brand awareness campaigns in response to shifting consumer behavior, as well as pivoting to keep up with the latest evolutions in ad tech.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Did The Oracle Get It Wrong? Is it time to call it on Oracle Advertising?  The group had painful layoffs this summer and has fallen behind rivals, Insider reports.  Oracle spent $4 billion to package BlueKai, Datalogix, Moat and more into what’s now […]