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»third-party measurement

Are Measurement Providers Getting Too Tangled Up in Transactions?

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Mark Zagorski, CEO of DoubleVerify.  It’s been a brutal few years for brand advertisers. The relentless onslaught of global crises – from COVID to social unrest to the war in Ukraine – have challenged… Continue reading »
by AdExchanger Guest Columnist // May 10th, 2022 //
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Marketers Don’t Trust CTV Yet – Here’s How To Change That

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by tvScientific co-founder and CEO Jason Fairchild.  Over the past several decades, most TV advertisers have bought into the lie that 25,000 US households accurately represent the viewing behavior of more than 100 million homes.   Spellbound… Continue reading »
by AdExchanger Guest Columnist // March 7th, 2022 //
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As of Jan, 14, 2021, all campaigns on YouTube are required to enable Ads Data Hub linking in order to be eligible for third-party measurement.
It’s Official: YouTube No Longer Accepts Third-Party Pixels

As of Thursday, all campaigns on YouTube are required to enable Ads Data Hub linking in order to be eligible for third-party measurement. Any campaign that doesn’t could experience disruptions to their third-party measurement going forward. In line with Google’s planned timeline for ADH migration and pixel deprecation on YouTube, Google helped a crop of… Continue reading »
by Allison Schiff // January 15th, 2021 //
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Buyers And Broadcasters Are Impatient, But Recognize Nielsen And Comscore Have ‘A Tough Road’

Nielsen and Comscore take a lot of heat for moving too slowly and failing to provide the sort of cross-channel measurement buyers and sellers say they crave. But cut ’em some slack, said Beth Rockwood, SVP of portfolio research at Turner. “Both Nielsen and Comscore have made good advances in the last year and they’re… Continue reading »
by Allison Schiff // February 8th, 2019 //
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Google Will Make Parallel Tracking Mandatory On Oct. 30 – But What Is It?

Starting Oct. 30, Google will make parallel tracking the default way to run third-party tracking for Google search and shopping ads. It’ll become mandatory for display and video ads by March 2019. For now, only Chrome traffic will use parallel tracking, with other operating systems and browsers to be added throughout the rest of the… Continue reading »
by Allison Schiff // October 29th, 2018 //
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Spotify, TGI Fridays Enlist Foursquare For Machine Learning-Powered Measurement

Spotify and TGI Fridays are hooking up with Foursquare as a preferred measurement partner. Solid measurement is what seals the deal with marketers, said Brian Berner, head of US sales at Spotify. “Many of our [brand] partners have a brick-and-mortar presence, so we’ve seen increased demand for measurement that showcases how our ad platform connects… Continue reading »
by Allison Schiff // June 14th, 2018 //
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Is Apple Angling To Cut Out App Attribution Vendors?

Apple just made a move under the radar that could cause third-party attribution providers to become obsolete. In late March, Apple quietly released SKAdNetwork, an API for iOS 11.3 that allows ad networks or advertisers to directly attribute installs from the App Store without relying on an attribution vendor. Apple’s well-documented stance on consumer privacy… Continue reading »
by Allison Schiff // May 14th, 2018 //
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Facebook Aims To Calm Anxious Advertisers With Upgraded Brand Safety Controls And More Third-Party Measurement

In a blog post Wednesday, Facebook’s VP of global marketing solutions, Carolyn Everson, acknowledged that some marketers are “feeling uneasy” about viewability, online ad metrics and brand safety. She outlined updates meant to address that discomfort. First, Facebook intends to give advertisers more control over where their ads are running by tightening guidelines on the… Continue reading »
by Allison Schiff // September 13th, 2017 //
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Facebook Data May Be At Odds With Census Data, But Advertisers Won’t Stop Spending

The accuracy of Facebook’s reporting is under the microscope again courtesy of Pivotal analyst Brian Wieser and an Australian trade pub called AdNews. In a note to investors on Tuesday, Wieser called attention to Facebook’s claims that it reaches more people than exist within certain age groups, based on US Census data. Wieser was tipped… Continue reading »
by Allison Schiff // September 6th, 2017 //
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Facebook Is Embarking On Phase Two Of Its MRC Audit

The MRC kicked off the second phase of its three-part Facebook audit at the beginning of August: an assessment of the quality of Facebook and Instagram viewability metrics as reported by viewability partners like Moat, Integral Ad Science, comScore and DoubleVerify. Specifically, the MRC is examining if Facebook’s API accurately transmits what’s happening on Facebook… Continue reading »
by Allison Schiff // August 24th, 2017 //
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