ad measurement

Can a verifier stay independent when it joins a measurement giant? Nielsen’s Karthik Rao makes the case for its DoubleVerify deal.

Liquid Death is all jokes and dark humor on the surface, but the canned water brand’s chief media and digital commerce officer, Benoit Vatere, takes measurement deadly seriously. He’s tackling one of the gnarliest problems in CPG: proving that media actually moves product off the shelves.

CTV isn’t an emerging channel anymore. It’s a fully established, essential part of the media mix. Advertisers now understand its reach, flexibility and ability to drive measurable outcomes.

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … 

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … 

There are many misconceptions about ad measurement. But the biggest thing most marketers are wrongheaded about is in thinking there’s a single solution for attribution. It simply doesn’t exist, says attribution expert Madan Bharadwaj, founder of measurement startup M^2.

A UK-based early-stage startup called Paapi, which just closed its pre-seed funding round last month, is building a platform to help advertisers with privacy-safe ad measurement.

What does it take to serve midsize brand clients? How is AI transforming media buying? And why, for the love of god, is measurement still so messed up? Mediastruction CEO and Founding Partner Marilois Snowman has a few thoughts.

Experimentation has been proven to offer unrivaled insights into marketing effectiveness, but it remains underused. But what can organizations do to successfully integrate experimentation into their measurement frameworks? 

Many measurement companies are promoting marketing mix modeling as an easy-to-use solution to overcome signal loss. But that couldn’t be further from the truth, says Maor Sadra, CEO and co-founder of incrementality measurement startup INCRMNTAL.

The existing CPM model is broken. In what other industry would we accept paying full price for a product that delivers less than half of what was promised, asks Raphael Rivilla, chief media officer at Marcus Thomas.

What is incrementality testing? “I’ve been doing more interviews with journalists lately and realize I need a better answer to this question,” says Haus Head of Strategy Olivia Kory.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

It’s not that enterprise analytics is broken. The bigger issue, says Obele Brown-West, president of data intelligence platform Tracer, is that enterprise analytics was never all that functional to begin with.

As TikTok’s global head of marketing science, it’s Jorge Ruiz’s job to prove that ads on the platform can drive results. But marketing measurement is as much an art as it is a science. Also in this episode: self-attribution, the rise (again) of MMM and how TikTok managed to roll with the ATT punches.

Ad measurement and attribution are in crisis – but maybe that’s a good thing says Andrew Covato, founder and managing director of measurement consultancy Growth by Science. “It’s time for change.”

The online gaming platform announced a slate of new features for its Immersive Ads hub at its investor day on Wednesday, including video functionality and contextual and age-based targeting available on a self-serve basis.

Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Ad measurement is becoming more challenging due to signal loss. But there was never such a thing as perfect measurement, says Jen Faraci, chief data officer at Publicis-owned Digitas North America.

Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.

The German skin care company Beiersdorf, whose brands include Nivea and Eucerin, is using AI to test different elements of a brand’s creative assets to improve media performance.

Retail media networks overall still have a ways to go before they’re able to satisfy several basic buy-side demands, including better measurement, more transparency and some form of standardization.

It’s been a brutal few years for advertisers trying to drive lift while remaining sensitive to real issues and staying true to the brand. One area that has provided a respite from this noise was confidence in their measurement and verification tactics – but that sense of comfort may be coming to an end, writes Mark Zagorski, CEO of DoubleVerify.

Viewers are switching up how they watch their favorite shows. 2021 was a record year for CTV. Now, at least one CTV device can be found in over 80% of American homes, and CTV ad budgets are expected to double by 2026, according to GroupM’s most recent industry forecast. But the key to unlocking those […]

“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 Allison Schiff, managing editor at AdExchanger. It’s part of a series of perspectives from AdExchanger’s editorial team. A vortex of bad news is swirling around Facebook. First, there was last month’s […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Greg Garunov, EVP of business and strategic development at Sightly. Once upon a time, brands and agencies railed against walled gardens, and for good reason. They didn’t want Big Tech saying, “Trust us, your […]

Starting Monday, users who don’t explicitly link their Facebook and Instagram accounts in Facebook’s Accounts Center will be treated as two separate people. The privacy-centric course correction could affect measurement and estimates for audience reach for advertisers. In the past, Facebook served ads across a user’s Facebook and Instagram accounts based on assumptions that linked […]

NBCUniversal highlighted three streaming-oriented companies it is considering – Conviva, Dumbstruck and Truthset – to create a framework for alternative currencies as it prepares to move away from legacy TV ratings giant Nielsen as the industry’s single currency provider. Kelly Abcarian, NBCU’s EVP of ad measurement and impact, again called for “measurement independence” and for […]