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 […]
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 […]
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 […]
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 […]
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 […]
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. […]
A panel covering RTB and “viewability” played to a packed room atop the Gansevoort Park Hotel in New York last night. What commenced was a (congenially heated, at times) meeting of the minds between James Green, CEO of Magnetic; Anne Hunter, SVP of global marketing strategy at comScore; Brian Gleason, managing director, North America, Xaxis; […]
The rapid adoption of tablets and smartphones has not been matched with equal intensity by the number of digital sales transactions occurring on those devices, but that divide is beginning to close. In the first half of 2013, m-commerce transactions totaled $10.6 billion in sales, which represents close to 10% of the total digital commerce […]
Mobility has meant marketers can deliver high-value messages to consumers using less real estate, Nicholas Franchet, Facebook’s head of global ecommerce, told a crowd of 1,150 marketers and retailers today at the eTail East conference. The good? Nearly 50% of time spent on retail sites now happens through mobile devices, according to comScore. Tablet sales […]
The open-source collaboration formed by video demand-side platform TubeMogul last spring to promote an industrywide standard for viewability keeps adding members, but the group is still grasping at definitions that all its members can agree on. In the meantime, a number of key video ad-tech players, namely Tremor Video and YuMe, remain committed to developing […]
With the World Cup and Olympics coming to Brazil in 2014 and 2016, all eyes are on the country’s preparations for the events, which include readying its digital infrastructure. Brands are waiting for the chance to be at the center of the worldwide stage, and several advertising technology companies have opened offices in Brazil. This […]
Google’s offering in the ad viewability space has scored third-party accreditation from the Media Ratings Council. Google joins others who have wended through the MRC’s approval process – the respective viewability products from comScore, Double Verify and RealVu have been approved – so Google does not stand alone. But given its expansive relationship with marketers, […]
After debuting its Media Metrix Multi-Platform in beta in November, comScore opened the offering to all US clients and released the top 50 web properties for February 2013, based on data from both desktop and mobile visitors. While the top multi-platform properties overall were similar to the top desktop properties, there were several companies that […]
Nielsen and comScore are moving fast on cross-platform campaign verification. Both companies today recorded milestones in their ability to report on campaign reach and frequency across TV, the Internet, and connected video devices. Nielsen announced commercial availability of its Nielsen Cross-Platform Campaign Ratings product, which aims to measure the reach of video ad campaigns across […]
“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 Tom Shields, Co-Founder and Chief Strategy Officer of Yieldex, an analytics tools provider for sell-side, yield optimization. Ever since my March column addressing viewable impressions, I’ve been tagged as “that […]
Getting so-called “pre-bid” data feeds from ad verification companies is becoming commonplace for ad networks and DSPs. As the name suggests, “pre-bid” verification screens out impressions at the server level prior to bidding, saving money on ad space that is either unacceptable to the buyer or not in view. So far agency trading desks don’t […]
Analytics is among the most contested areas in digital advertising, with ad agencies, marketers, established vendors, and startups all falling over each other to provide the truest form of ad effectiveness. The landscape is dotted with providers big and small that lay claim to proprietary measurement methodologies. Many of the services are difficult for clients […]
Online measurement company comScore is taking the patent battle to three smaller analytics companies focused on ad effectiveness solutions: DoubleVerify, AdSafe Media and Moat. The new lawsuits use what appears to be at least four of the same patents comScore acquired rights to when it was sued by, and settled with, measurement giant Nielsen in 2011 […]
Yesterday, comScore announced its Validated Campaign Essentials (vCE) product which marks the next evolution in integrating AdXpose into its product line devoted to ad effectiveness. AdXpose was acquired back in August for $22 million (AdExchanger Q&A). The release states that vCE provides a “view of campaign delivery and a verified assessment of ad-exposed audiences via […]
Yesterday, media measurement firm comScore acquired ad verification firm AdXpose (formerly mPire) for $22 million. Read more. Anne Hunter, VP, Ad Effectiveness at comScore, discussed the acquisition and its implications. AdExchanger.com: This is a relatively small acquisition in terms of dollars. Why not build out versus buy AdXpose? AH: The products available via comScore AdEffx […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Top Ad Networks For September ComScore released its top 50 ad networks and web properties by U.S. reach in September. 24/7 Real Media continues to climb the ad network charts with WPP Group’s demand at its back as over 150 million U.S. unique users […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. ComScore and Omniture (and Adobe) Fresh off being acquired by Adobe, Omniture announced a new partnership with ComScore aimed at unifiying reporting of website analytics and audience measurement. Is this another step toward a better attribution model? It can’t hurt. Jonathan Mendez tweets that […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. First Half Online Ad Spend Down Ad Age’s Nat Ives looks at the wreck that has been in world of media in the first half of 2009 in comparison to 2008 according to a study by Nielsen. The online good news was cable spend […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Digital GRPs for Brand Marketers Comscore and Microsoft announced today that they are “develop[ing] a digital media planning solution, named the Reach and Frequency Planner (RF Planner), which will allow brand advertisers to predict reach, frequency and audience composition at the ad placement level.” […]
Josh Chasin is Chief Research Officer of Comscore, a marketing research company. AdExchanger.com: Of the three silos of metrics – audience measurement, campaign analysis tools and web analytics – in your opinion, which one is the toughest to grasp for the end client? JC: One the one hand, I think the most vexing thing for […]
As we said back in September, the online display advertising business is sorely in need of an analytics package showing that the exposure of online display ads to the consumer can be tied directly to the performance of other campaigns including search – organic or paid. We even postulated that ComScore might be in a […]
