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»critical mass

Agencies Talk Native Measurement

While native advertising is this year’s digital buzzword, it’s not clear how one can measure its effectiveness. AdExchanger ran this question past a number of agencies: “How do you measure native advertising?”  Click below or scroll down to read their responses Cary Tilds, chief innovation officer, GroupM Lisa Penelton, VP of marketing science, Critical Mass Andrea... Continue reading »
by Liz Rowley // April 14th, 2014 //
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How Brands Can Solve Their Privacy Problem

"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 Shaina Boone, senior vice president of marketing science at Critical Mass. Last month marked the 25th anniversary of the World Wide Web. Since then, the Internet has enabled unprecedented access... Continue reading »
by AdExchanger // April 9th, 2014 //
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BlueKai And Oracle: Agencies Comment On The Concerns And Opportunities

Is the union between Oracle and BlueKai, in the words of Ovum Research Senior Analyst Gerry Brown, a case of “the cat amongst the pigeons?” There might be some credence to the idea. As Brown points out, BlueKai is (or has been) a champion of open systems. Oracle is not. “Certainly few BlueKai partners will... Continue reading »
by Ryan Joe // February 25th, 2014 //
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How Digital Agency Critical Mass Grew A Standalone 'Marketing Science' Unit

Critical Mass has lasting expertise in analytics. The digital agency specializes in optimizing websites and other user experiences by placing data at the center. For some clients, such as Nissan, it acts as the measurement hub for all shops in the roster. The agency's Marketing Science group is led by Shaina Boone, who oversees about 30... Continue reading »
by Zach Rodgers // September 9th, 2013 //
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How To Avoid The Survivorship Bias Trap In Digital Advertising

"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 Joel Nierman, global marketing and media director at Critical Mass. Advertising has always carried a survivorship bias -- the logical trap of concentrating on people or things that "survived" some... Continue reading »
by AdExchanger // August 19th, 2013 //
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