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»TV attribution

CTV Will Flip Last-Click Attribution On Its Head

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Since the 1950s, marketers have instinctively bought into the power of TV advertising, despite the fact that we have never been able to effectively measure its impact. This somewhat inconvenient truth, coupled with the high cost of TV advertising,... Continue reading »
by AdExchanger Guest Columnist // October 21st, 2021 //
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How Amazon Is Winning The War For CTV Attribution

When advertisers think of the cutting edge of OTT advertising, they’re probably not thinking of Amazon as much as they are Roku, Hulu or YouTube. Despite having great video products, Amazon has not ballyhooed itself as a source for great video inventory. There’s not lot of inventory on Prime, for instance, and Twitch functions as... Continue reading »
by James Hercher // July 7th, 2020 //
»
More Critical Thinking Is Needed In TV Attribution

"On TV and Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Maggie Zhang, executive vice president of video research and insights at Dentsu Aegis Network. Nowadays, anyone can easily find enthusiastic advocates for TV attribution at every turn, myself included. As we celebrate the newfound capabilities to... Continue reading »
by AdExchanger // December 9th, 2019 //
»
Alphonso And PlaceIQ Partner Up To Layer Location Data Into TV Measurement

Stop me if you’ve heard this one: A man walks into a bar after seeing a TV ad … but there’s no way for the advertiser to prove it ever happened. On Tuesday, TV data company Alphonso inked a partnership with PlaceIQ to use the latter’s location data as a bridge between sitting on the... Continue reading »
by Allison Schiff // May 7th, 2019 //
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TripAdvisor: For TV Attribution, 'Correlation Doesn’t Cut It'

The CEO of TripAdvisor, Steve Kaufer, has a motto: “If it’s worth doing, it’s worth measuring.” Which is why TV had to prove itself before earning a spot on the travel review site’s media plan. Until 2013, TripAdvisor spent most of its budget on digital, mainly because of its measurability. There’s a lack of “direct,... Continue reading »
by Allison Schiff // October 12th, 2018 //
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Placed Tunes Into TV Attribution

Advertisers know linear TV spots drive store visits. Proving it is another story. On Tuesday, Snap-owned location company Placed released a tool that attempts to tie the two together. To power its offering, Placed is licensing viewership data from Inscape, the data division within smart-TV manufacturer Vizio, which has access to around 8 million opted-in... Continue reading »
by Allison Schiff // June 13th, 2018 //
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TiVo Research Hooks Up With NinthDecimal In A Bid To Connect TV Viewing With Offline Sales

When the head bean-counter at Brand X walks into the CMO’s office and wants proof that TV spending works, the CMO needs a better answer than “My gut tells me it does.” “Ask anyone in charge of a TV budget, and they’ll tell you that they intuitively know it works,” said David Staas, president of... Continue reading »
by Allison Schiff // October 15th, 2015 //
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As TV Evolves Beyond The GRP, Ford Goes Along For The Ride

Just about every brand with a TV budget wants the answer to a simple question: How many people took action after seeing my ad on TV? But it’s not the type of question that can be answered by a gross rating point (GRP). To better understand the impact of its TV advertising, Ford and its... Continue reading »
by Allison Schiff // September 28th, 2015 //
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Upstart E-Tailer Urban Ladder Prefers Smarter Segmentation To Rating Points

CPG brands are the big TV spenders, but ecommerce and subscription startups like Gilt and Birchbox are coming on strong. Take Urban Ladder, a Bangalore, India-based online retailer specializing in home furniture and décor. While the company historically focused on digital, it has lately begun to include TV for awareness building. It declined to share... Continue reading »
by Kelly Liyakasa // September 4th, 2015 //
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Bridging The Gap Between TV Viewership And Conversions

Marketers struggle to link digital conversion data with television tune-in campaigns, because there’s no single system that connects disparate data points – like linking marketers’ CRM systems to Nielsen ratings. “The promise of digital is accountability and we need a solid, closed-loop system to make the connection,” according to Charlie Fiordalis, chief digital officer for... Continue reading »
by Kelly Liyakasa // July 29th, 2015 //
»
 

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