Tagged: measure

Google not there yet, but takes and gets credit for trying

Google’s post quotes Association of National Advertisers CEO Bob Liodice and Media Rating Council CEO George Ivie giving the company credit for effort and a willingness to get new audits on expanded measures. Source: https://adage.com/article/digital/google-takes-credit/315058/

The future of audience measurement is getting clearer, but Nielsen may not carry the torch

Gorman agreed and added that solving the current fragmentation issues may result in Nielsen becoming one of potentially four modes of audience measurement that will emerge in the short term. Source: http://www.thedrum.com/news/2018/05/03/the-future-audience-measurement-getting-clearer-nielsen-may-not-carry-the-torch

Engagement is more important than viewability for effective ads

The true value of inventory lies in engagement so the industry must make measuring viewable engagement time its first step along the performance curve towards effectiveness. Viewable engagement time is a very different concept to dwell time; the current industry standard that measures the time between the ad loading and the user closing the tab. Dwell time is not effective for measuring engagement because the user might have left the tab open while taking a screen break, or have opened the tab to read at a later date that never comes. Source: http://www.thedrum.com/opinion/2018/01/03/engagement-more-important-viewability-effective-ads