Measurement

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% […]

When the Media Rating Council (MRC) recently lifted its advisory against factoring viewability measurement into display ad transactions, one crucial format did not get the green light. The accreditation vendor has urged advertisers to avoid trading on video viewability metrics – at least until the end of June. Question is, will that be enough time? […]

Ad-targeting company Netseer is one of the pioneers in contextual ad targeting, but as advertisers changed their focus from placements to audiences, the 8-year-old company knew it had to keep up with the times. Netseer’s products include media-buying services and a contextual links ad network. And this week it launched a viewability solution called the […]

Target’s December data breach, which exposed the credit card and other personal information of as many as 110 million customers in late 2013, was calamitous for Target, scary for its customers, and an “early Christmas present” for identity protection brand LifeLock Inc., according to the company’s head of media. But rather than sit back and […]

The Media Rating Council (MRC) on Monday lifted its advisory against buying and selling display ads based on viewability metrics. “The state of viewability measurements is much better than it was 16 months ago and viewability vendors have greater insight into the range of ads that are served in campaigns,” said David Gunzerath, SVP and […]

The general consensus is there’s a long way to go before linear TV buys are fully automated. Despite advancements in pushing programmatic into video-on-demand (VOD) environments, the enablement of programmatic transactions in linear TV is still in its infancy. Part of this has to do with the state of the technology. “All the tools in […]

Although an industrywide video viewability standard has not yet materialized, players in the digital ecosystem are making progress. As a marketer, “you need to make sure an ad was viewed and we know we will never make video profitable on a click-only basis no matter what KPI we’re using,” remarked DJ Harman, online marketing manager […]

Viewability – the qualities that convey whether an advertisement was seen by its target audience – remains a contentious issue in the ad tech space. This is why associations like the Media Ratings Council (MRC) give accreditation to vendors offering viewability metrics, and why those vendors have scrambled for approval. One such company is Sizmek, […]

Visible World, which has been developing addressable TV technology since 2000, claims to cover nearly 90% of cable TV households in the US through its targeted ad products. The company has developed a video and TV campaign platform used by advertisers directly or by distributors to sell to advertisers. That same platform is now being […]

Much of the debate about the convergence of digital video and TV advertising has centered on budget and measurement. Members of the advertising industry have wondered whether digital video would cannibalize TV ad dollars and to what extent the right metrics are in place to effectively execute cross-platform video buys. A report from Nielsen and […]

One of the key strengths of a business is knowing when to pivot. For demand-side audience-targeting platform ChoiceStream, that involved switching from product recommendation software to programmatic advertising services in 2011. Eric Bosco, formerly the company’s COO, took the reins as CEO last May. AdExchanger spoke with Bosco about the company’s transition. AdExchanger: Where does […]

Apple startled advertisers and the mobile app community earlier this month when it rejected several apps from the Apps Store for deriving data from the Identifier for Advertisers (IDFA) without serving ads. It is unclear whether Apple will continue to restrict certain uses of the IDFA, but advertisers are already looking for alternative solutions. AdExchanger […]

Despite Wine Enthusiast’s history marketing through direct mail, the purveyor of accessories and storage for wine connoisseurs is pushing into digital channels to complement its catalog business. Founded in 1979, Wine Enthusiast has published more than 300 million catalogs to date. It has a publishing arm, several Internet properties and a B2B distribution division responsible […]

Marketers need to fundamentally rethink the traditional purchase funnel if they want to effectively target media and messaging in the future, says Kate Sirkin, EVP and global research director of Starcom MediaVest Group (SMG). Leading a discussion at Publicis Groupe’s New York headquarters Thursday alongside social analytics agency Mashwork, Sirkin discussed how social data is unlocking […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Roger Barnette, president at IgnitionOne. Brand marketers have long judged success of their digital advertising by using the “soft goals” of brand engagement. Soft goals, such as reach, views and […]

Mobile advertising firm Amobee launched Wednesday a platform update, Amobee LTV (an acronym for “Lifetime Value”), designed to provide app publishers and advertisers insights into who their users are and how they’re using the apps. The release follows Apple’s rejection of apps that derive data from the Identifier For Advertisers (IDFA) without serving ads, a […]

A week after teaming up with Google, comScore unveiled Tuesday three new partnerships with data brokers Acxiom and Epsilon and digital media company Batanga Media. While comScore’s collaboration with Google involved adding real-time metrics to its validated Campaign Essentials (vCE) platform via Google’s DoubleClick platform, comScore intends for its latest partnerships to expand its data […]

Many app developers and ad tech vendors received a jolt recently when Apple began rejecting some apps that retrieve a user’s Identifier for Advertisers (IDFA) without serving an ad. Apple’s decision was especially surprising, since the device manufacturer had allowed that activity for nearly two years. Regardless of Apple’s motivations for this change (the company did […]

Although the jury is out whether consumers will completely cut the cord on traditional TV consumption and migrate en masse to Web streaming, publishers are preparing for the cross-platform possibilities presented by shifting viewer habits. “We’re moving toward consistent measurement,” commented Sarah Baehr, SVP of digital for independent media buying agency Carat, citing the cross-platform […]

FreeWheel, a technology and services company cofounded seven years ago by Jonathan Heller, Doug Knopper and Diane Yu, helps media companies like NBCUniversal and Viacom connect TV buyers with premium digital video inventory. It also worked with Amazon to help power video ad content for the ecommerce giant. Knopper, who also serves as FreeWheel’s co-CEO, […]

Google is injecting real-time metrics into its DoubleClick ad business via a partnership with comScore, the Mountain View, Calif., company said Tuesday. On day two of the IAB’s Annual Leadership Meeting, Neal Mohan, Google’s VP of display advertising, outlined the challenges marketers face in measuring the results of digital ad campaigns. “Existing frameworks don’t do a […]

Google’s shift of ads and commerce chief Susan Wojcicki Wednesday to SVP of YouTube, which has 20.5% stake in the US video ad market, and which eMarketer estimated had $5.6 billion in gross ad revenue last year, comes at a critical time for the online video platform. With Wojcicki’s appointment, Salar Kamangar, SVP of YouTube […]

Korrelate, a four-year-old data play founded by former executives of Tacoda, will suspend operations this week after failing to find a buyer. The company was born in 2010 as Ad Summos with a pledge to help publishers link their website visitors to real-world actions – such as buying a car. It was among the early […]

Video demand-side platform provider TubeMogul is adding a viewability-reporting feature within its dashboard today, promising to give marketers a record of where their video ads are seen and tools designed to improve ad avoidance. “By integrating viewability reporting into our ad-buying software, we can provide metrics at the site level,” said TubeMogul CEO Brett Wilson. […]

Marketers looking to account for offline campaign spend are up against a similar challenge as digital advertisers: attribution. Because the measure of success for offline activity is often contingent upon transactional data or the point-of-sale record, more weight is typically assigned to lower-funnel factors such as sales uplift. At the same time, marketers in the […]

While publishers generally concede that brand advertisers will pay higher CPMs for “in-view” ads, there’s less acceptance around the different tools, like Nielsen’s Online Campaign Ratings or comScore’s Validated Campaign Ratings (vCE), designed to determine viewability. The big problem is that the viewability solutions have so far tended to focus on the advertisers, leaving publishers […]

Since 1976, SAS has developed analytics software to extract intelligence from spectacularly large datasets. Much of its dealings occur in financial services, where decisions around fraud, compliance and risk require trillions of computations. But the comparatively recent proliferation of online channels has created a need for rich analytics among marketers. And as the marketing and […]

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 […]