Mobile ad exchange Kargo has acquired attention sales platform Parsec Media. The deal reflects Kargo’s investment in attention as a viable metric for post-cookie mobile advertising, said Kargo CEO Harry Kargman.
The lowest priced ads don’t always deliver the best results – especially for digital branding campaigns – so ad buyers are re-calculating CPM to a quality CPM (qCPM). The qCPM only counts impressions that are viewable, with on-target delivery, optimal frequency and in brand-safe environments. By looking at performance factors beyond cost, ad buyers can […]
“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 Marc Guldimann, CEO at Parsec Media. A few months ago, I was asked to share a surprising or counterintuitive perspective I held on the digital ad landscape. So, I uncorked […]
“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 Marc Guldimann, CEO at Parsec Media. Paying for business outcomes has recently gained popularity with media buyers and brands. The idea is that media buyers only pay for advertising when […]
