Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.
Erez Levin, a former Googler and current outspoken consultant, on why the digital ad industry should transact on media quality signals like attention instead of optimizing to outcomes and other flawed attribution models.
Where principal media has gone wrong is that buyers have commoditized it due to an overreliance on vanity metrics in contractual agreements.
The industry’s sharpest minds claim we are entering the Outcomes Era of digital advertising. But we have been in the Outcomes Era for over a decade. It is high time to embrace the Quality Era, instead.
Publishers and SSPs aren’t incentivized to accurately label their video inventory. But increased pressure from the buy side could correct the skewed pricing dynamics that result from outstream being sold as instream.
