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»measurement

The Big Story: The Rise Of CDPs And The End Of Last-Click Attribution

The technology of marketing is always evolving, and that lifecycle is especially evident on this week’s episode of The Big Story. The use of customer data platforms (CDPs) – the trendy software category taking over where DMPs left off and building on CRMs and marketing automation – is on the rise. Special guest Stuart Schneiderman, SVP... Continue reading »
by Sarah Sluis // September 30th, 2021 //
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​​When the Old Guard Falls: TV Advertising Beyond Nielsen

"On TV & Video" is a column exploring opportunities and challenges in advanced TV and video.  Today's column is by Jo Kinsella, President, TVSquared. Since the dawn of TV, Nielsen ratings have been the gold standard for marketers. They measured the percentage of a group (e.g., women aged 18-49) or households in a particular designated... Continue reading »
by AdExchanger Guest Columnist // September 20th, 2021 //
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What’s Next In Ad Quality Measurement? With DoubleVerify CEO Mark Zagorski

More than a decade ago, a tiny group of vendors emerged to help answer a single marketer question: Did my ad run when and where the publisher promised? Since then the verification category has steadily expanded into adjacent areas. Was my ad viewable by the end user? Was it served to a live human? And... Continue reading »
by Zach Rodgers // September 3rd, 2021 //
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The FTC's Revised Facebook Suit; Legal Analyst Says Platform Should Be Regulated Like Big Tobacco

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. FTC You Next Time The FTC had its Facebook antitrust case dismissed, and recently refiled a new suit. The issue is if Facebook’s competition includes YouTube, Snap, Pinterest, TikTok, LinkedIn, Reddit, Twitter, Spotify, Hulu and Netflix, then it’s hardly a monopolized market. The FTC’s... Continue reading »
by Monica Bhalla // September 2nd, 2021 //
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MRC Strips Nielsen Of Its National, Local TV Accreditation

The Media Rating Council stripped Nielsen of its National TV ratings accreditation Wednesday and formally denied its request for a hiatus after the measurement giant underreported viewers during the pandemic. Nielsen asked the MRC last month to put its accreditation on hold in order to address issues with its panels and focus on the development... Continue reading »
by Tony Rifilato // September 1st, 2021 //
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DoubleVerify Acquires An EU Competitor, Its First Deal Since Going Public

Ad verification and measurement provider DoubleVerify is set to acquire Berlin-based ad tech company Meetrics, a deal that will help fuel the newly minted public company’s global expansion. The all-cash purchase is expected to close in the third quarter of 2021. DoubleVerify CEO Mark Zagorski declined to disclose the sale price. Meetrics was founded in... Continue reading »
by Tony Rifilato // August 30th, 2021 //
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Bringing Brand Safety To Social And CTV

The “big two” in brand safety both went public this year. Over the next two weeks, AdExchanger will publish podcast interviews with both companies’ CEOs: Lisa Utzschneider of Integral Ad Science and Mark Zagorski of DoubleVerify. Utzschneider is up first. We kick off with a discussion of IAS’s acquisition of Publica, an ad server and... Continue reading »
by Zach Rodgers // August 27th, 2021 //
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NBCU Calls For “Measurement Independence”; IAB Tech Lab Teams With The OAAA

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Under Pressure NBCUniversal is turning the screws on Nielsen as the MRC considers stripping its National TV rating. Nielsen has long dominated TV ratings but is under fire for underreporting viewers and missing visibility into streaming, mobile and desktop. The Olympics on NBC underwhelmed... Continue reading »
by Monica Bhalla // August 24th, 2021 //
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Geo-Testing Deserves A Comeback

"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 by Trevor Testwuide, CEO and Co-Founder, Measured. With less customer tracking and online data collection, advertisers are rethinking their ad targeting and attribution methods. The time has come to revisit a measurement approach... Continue reading »
by AdExchanger Guest Columnist // August 23rd, 2021 //
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Hawke Media Is Challenging Brands to “Dump” Their Agencies

Erik Huberman, CEO and founder of marketing consultancy Hawke Media, has some pretty strong – if not outright harsh – words for most media agencies out there: “They’re full of [expletive].” Before founding the Los Angeles-based company in 2014, Huberman launched and sold two commerce companies – Swag of the Month and Ellie – and... Continue reading »
by Tony Rifilato // August 19th, 2021 //
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