Quality Over Time: The Long And Short Of Digital Ad Measurement
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.
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.
IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.
During Q1 this year, Viant reported that streaming audio and CTV combined represented more than half of the total ad spend on its platform.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … and happy holidays to all who celebrate!
The marketing funnel is ever-changing, and cookie deprecation isn’t making things any easier. Advertisers have two choices, writes Tom Wolfe, SVP of business development at Viant: Collaborate with industry partners on the front edge of next-generation data solutions, or cling to the past and hope for the best.