Measurement

“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Catherine Oddenino, Analyst, AdExchanger Research. In a few recent conversations, the challenge and importance of analytics has come up. For two different agencies that specialize in content marketing, the biggest and fastest-growing parts of their businesses […]

As more brands introduce attribution technology – or push their agencies to do the same – basic models and applications on the vendor side are expanding. Initial players in the space, such as Adometry and Visual IQ, still focus on enterprise clients. Meanwhile, a newer breed of attribution tech is aiming more for a white-label […]

The fox can’t guard the chicken run. GroupM is not down with Facebook and Google’s reticence around third-party verification tags. “You can’t measure yourself,” said John Montgomery, COO of GroupM Interaction, North America, speaking at AdExchanger’s Clean Ads I/O conference in New York City on Wednesday. The fact that Facebook is working closely with the […]

According to a study conducted by the ANA and White Ops in December, 83-89% of agencies and media vendors see fighting ad fraud as a requirement, but only 26-28% actually have the tools in place to accomplish those goals. The latter may look like a discouraging figure, but Heineken senior media director Ron Amram sees […]

Brands need to feel confident that their ads are being seen – and “because we said so” is not an acceptable answer. That’s why Yahoo is bringing third-party verification tags from comScore, DoubleVerify, Integral Ad Science, Moat and several others onto its owned-and-operated properties and onto third-party sites within the Yahoo network. Yahoo is slated to […]

Television has the GRP. Mobile deserves the same. That’s the thinking at comScore. Starting Wednesday, the measurement company will make mobile ad reporting for apps and mobile web generally available within its validated Campaign Essentials (vCE) product. ComScore had done custom delivery of mobile measurement in the past on a client-by-client basis. That same data […]

There’s something fishy going on in China. According to mobile attribution company Apsalar, for every valid in-app purchase (IAP) made in China, there are 273 fraudulent ones. But China isn’t the only place with IAP problems. Taiwan sees 54 fake in-app purchases for every valid one, while Saudi Arabia clocks in at 24.6 and Israel […]

ComScore has added mobile ad network rankings to Media Metrix. The new reporting will be called Mobile Metrix and become part of the overall Media Metrix product suite. Until now, Media Metrix was focused on the desktop side of things, providing info on website audiences, including consumption habits, demographics and cross-site visitation for more than […]

The year of mobile, the decade of mobile, the year of data – none of the monikers matter if the right measurement isn’t in place. “Clients are still looking for ROI and to connect the dots,” said Jeff Hinz, managing partner and US digital director at Mediacom, speaking at the Mobile Media Summit on Monday during […]

Rakuten Marketing is gunning to be a full-funnel ad stack. Acquisition has been front and center in the Japanese ecommerce giant Rakuten’s strategy, with investments in search, affiliate, display, mobile and attribution on the marketing services side. But there are different integration requirements since some of Rakuten’s acquired assets are consumer-facing while others are not. “It’s complex […]

It’s time for the next can of worms: mobile viewability. And the mobile ad vendors are already on the scene. Less than two weeks after the Media Rating Council (MRC) issued its long-awaited interim guidance on mobile viewability measurement, three separate mobile media sellers – Millennial Media, 33Across and JUICE Mobile – have announced their intention to offer a 100% […]

Fatemeh Khatibloo, principal analyst at Forrester, will appear at AdExchanger’s CleanAds I/O conference on June 3, an event addressing inventory quality and supply chain issues in the digital advertising ecosystem. As adland moves to clean up the supply chain and weed out fraud, the consumer perspective on data safety risks is becoming an afterthought. Fatemeh […]

John Montgomery, COO of GroupM Interaction, North America will appear at AdExchanger’s upcoming CleanAds I/O conference on June 3​, an event addressing inventory quality and supply chain issues in the digital advertising ecosystem. GroupM’s stance on viewability is clear: “If an ad can’t be seen, then we can’t expect clients to pay for it,” said […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Will Doherty, VP of business development at Index Exchange. In order to effectively leverage viewability in a programmatic marketplace, buyers and sellers need to start thinking of it as a currency and not as […]

Viewability and fraud will be addressed at AdExchanger’s upcoming CleanAds I/O conference on June 3​​, along with a host of other inventory quality and supply chain issues in the digital advertising ecosystem. Screening out fraudulent and non-viewable ads  has never been easier or more popular. Last summer AdExchanger reported that the number of marketers running viewability […]

Nielsen and Roku’s marriage for over-the-top (OTT) measurement, along with Roku’s development of a unique device identifier, may be a watershed moment for the connected TV ecosystem. The agreement, announced last Thursday, will enable Roku’s publisher partners to measure the impact of ads on some 10 million set-top boxes by accessing Nielsen’s demographic data and […]

Analytics giant comScore is looking to bolster the bid.  The company announced Tuesday that it has acquired Proximic, a company whose pre-bid solution comScore plans to use to support its validated Campaign Essentials and Media Metrix products. Terms of the deal were not disclosed. Proximic’s technology is centered on real-time contextual, rather than semantic, analysis at […]

The industry appears to be inching slowly but surely toward advertising metrics and pricing models that better reflect reality. Twitter, for example, recently nixed timeline views – the number of times users refresh their feed – as a measure of engagement on its platform. Peter Stabler, senior analyst at Wells Fargo Securities, commended the decision […]

So you want to be a programmatic company? As it turns out, it’s not as simple as licensing a single vendor platform and hitting the on switch. For integrated Interpublic Group agency Hill Holliday, the process of building a self-serve programmatic model started last fall and spanned several technology selections. While Hill Holliday uses Turn as […]

Advertisers only want to pay for viewable impressions. But publishers feel they should have the right to charge more for that type of inventory, said Jeff Bander, president and CRO of biometric online eye-tracking firm Sticky. Sticky announced a $5 million Series A round on Wednesday led by London-based VC firm Dawn Capital, with participation […]

Merkle|RKG’s Digital Marketing Report, released this week, notes strong disparities between the display ad effectiveness and cost of rivals Google and Facebook. In short, Facebook drives conversion rates, but Google is among the cheapest on a CPC basis. Though Google click growth dipped to 0.2% YoY, the Google Display Network (GDN) pulled 11% of all […]

Nielsen is chomping at the bit to start measuring total audience, but it also needs advertisers and publishers to figure out what exactly they want, especially in video. In its Q1 2015 earnings call, Nielsen reiterated last quarter’s commitment to push forward on “Total Audience Measurement” as its top 2015 priority. Total Audience Measurement, as described by CEO […]

Measuring viewability can feel like a math class where each student has a different answer to the same problem. Each vendor employs different methodologies, which makes it difficult for publishers and advertisers to consistently agree on ad viewability. While the Media Ratings Council is working to iron out this problem – it even has a few reconciliation guidelines – […]

The viewability standard may be better served by saying what it isn’t, rather than what it is. “Viewability does not guarantee that an ad will be looked at, or that an ad will be appealing, or have an impact or generate awareness or change brand perception,” said Sherrill Mane, SVP of research, analytics and measurement at […]

Women’s clothing retailer Bebe is rewiring the way it turns data into personalized offers for young, fashion-forward females on their devices of choice. Founded in 1998 and now operating more than 200 retail stores with 100 international franchisees, the company hired a chief digital officer, Erik Lautier, in January 2014 to improve conversions on Bebe’s […]

Microsoft has reversed its approach to Do Not Track (DNT) and will no longer make it the default setting on the Internet Explorer browser and IE’s eventual replacement, Spartan. In a Good Friday blog post, Microsoft Chief Privacy Officer Brendon Lynch said the decision was made in order to comply with the World Wide Web […]

Viewability is stressing publishers out. Brands want more for less. Sites need to be redesigned. Every vendor brings different numbers to the equation. But some publishers, like Condé Nast and Tribune Media, are reaping the benefits of “embracing viewability.” “We’ve seen our yields increase,” said Brad Agens, SVP of digital sales for Tribune Media, who […]

Facebook violates EU law by tracking users for targeted advertising, a European privacy panel said Tuesday. The report was commissioned by the Belgian Privacy Commission, which sits under the EU’s European Commission, and is an updated version of an initial draft that surfaced in February. A key development of the update claims that Facebook cookies […]

With digital audio consumption on the rise, advertiser expectations about targeting and buying advertisements are also growing fast. These concerns surfaced Thursday during Mediaocean’s “Radio Reinvented” panel in Manhattan. Panelists included executives from Pandora, Spotify and Triton Digital. The panelists revealed there are 143 million monthly online radio listeners in the US, representing 53% of […]

Facebook is working with a dozen mobile ad networks to better track installs beyond mobile media it directly controls. Millennial Media, InMobi and AppLovin are among the networks to sign on for the beta program, but Facebook’s biggest competitors predictably aren’t playing along. The feature is part of a product called Analytics for Apps that […]