measurement

SAN JUAN, Puerto Rico — Connected TV attention measurement must focus on actual viewing behavior rather than traditional viewability metrics designed for desktop environments, since ad appearance on living room screens doesn’t guarantee engagement. “Defining attention for CTV should be a real human engagement, someone actually watching the screen,” Erika Loberg, global head of CTV […]

Connected TV’s fragmentation challenges extend beyond inventory distribution to fundamental identity resolution issues that erode audience fidelity as buyers extend campaigns across multiple activation endpoints. “The fragmentation problem in CTV is real, but we as an industry often talk about it as an inventory problem, but it’s very much an identity problem as well,” Alex […]

LAS VEGAS — Walmart Connect’s evolution from retail media network to comprehensive digital platform enables storytelling from “couch to cart to sales,” with research showing CTV advertising combined with linear TV delivers 55% reach increases. “About a year ago, we launched Vizio, and we now have the ability to tell a story from a brand […]

Artificial intelligence discussions are shifting from theoretical to practical deliverables as the industry recognizes strong data foundations prove critical for realizing AI’s full potential. “We’ve all been talking a ton about AI, but it’s not just the technology, it’s about what we’re actually delivering now. It’s moving into an outcomes era,” Julie Clark, SVP, Diversified […]

Connected TV advertising has reached a tipping point where impression volume, measurement capabilities, and targeting precision converge to create genuine performance marketing opportunities. “CTV’s finally hit that point of critical mass. So there’s enough impressions in the marketplace to really effectively reach consumers who are in that shopping mindset,” Maggie Summers, EVP and head of […]

LAS VEGAS — Amazon’s nearly total reach — 90% of U.S. customers across authenticated devices — means that advertisers can tell personalized stories that follow consumers throughout their day, from users’ Fire TV’s in their living room to bedtime Alexa smart speaker podcasts. “If you think about it as an advertiser, [there are] so many […]

ORLANDO, FLA. — The combination of media and commerce promises to eliminate the linear consumer journey and enable marketers to achieve objectives from awareness to conversion within single video experiences. “The convergence of media and commerce is no longer evolving — they have converged to the point where they are one and the same. Commerce […]

RANCHO PALOS VERDES, CALIF. – For all the talk about artificial intelligence impact on creativity, the data use cases are quickly coming into view among various parts of the ad industry. For example, the ability to autonomously generate audience segments in real time rather, than relying on predefined demographic or behavioral categories, could fundamentally change […]

While marketers looking to achieve both branding and performance goals have been flocking to Free Ad-Supported Streaming Television (aka “FAST”) channels the last several years. The problem is that FAST lacks adequate measurement and targeting infrastructure. And that’s creating gaps that walled gardens currently cannot fill for content distributors. “[FAST] is underserved right now from […]

Gaming continues to be underrepresented in media investment despite offering measurable engagement opportunities and value exchange capabilities that other channels cannot match, largely due to marketer unfamiliarity with the environment. “I think gaming could be classified as a sleeper channel or a channel that’s underrepresented in terms of where media investment goes, I think largely […]

AMENIA, NY — Advertisers continue to rely on general metrics that may offer the value of industry-wide standardized comparisons across media channels, but provide little actionable insight while the identity resolution landscape rapidly shifts toward first-party data strategies and privacy-safe collaboration environments. “I definitely still see some advertisers focusing on those ‘vanity metrics,’ which are […]

NEW YORK, NY — Getting clarity on advertisers’ return on investment remains the main challenge in media measurement, even as speed and precision become increasingly important in an environment where global advertising spend approaches $1 trillion with 75% allocated to digital channels, noted Cara Pratt, president of Retail & Media at Circana. “If marketers aren’t […]

CANNES – With a network of 130 million customer connections across the U.S., T-Mobile Advertising Solutions operates from a uniquely scaled vantage point, one that its data chief calls a “privileged position” that demands serious responsibility. “We’re a third of the country,” Andrea Zapata, VP of Advertising Data, Measurement, and Partnerships at T-Mobile Advertising Solutions, […]

CANNES – Strolling down the Croisette a few weeks ago, Attain Co-founder and CEO Brian Mandelbaum received one overwhelming message: outcomes are everything.  For the head of the consumer transaction data analytics company head, that represents a fundamental shift from just a year ago. “I’ve been walking around Cannes for the past five days, and […]

Is there anything getting more attention than attention metrics in conversations among advertisers, agencies and media companies during the ongoing NewFronts/Upfronts season? For Neala Brown, SVP for Strategy & Operations at Teads, it’s about time. And there’s still so much to talk about. After years of research and development, attention metrics are evolving from an […]

For many advertising and media industry veterans, gaming still feels new, despite its steady rise over the last two decades. In part, that’s due to the vast differences between it and more traditional media. But as Samantha Lim, SVP, Gaming Strategy & Innovation, Publicis Media, says homing in on the values that gaming offers to […]

Too often, media buyers see potential customers as ‘users’ or targets.’ They forget that advertisers are in the business of telling stories to real people. That’s the assessment of Michael Piner EVP, Advanced Advertising Mediahub. “The idea here is, that we’re trying to get to humans. Not screens, not platforms. Humans,” he told Beet.TV. “Their […]

Measurement in an omni-channel media world is increasingly complex with the changes in  cookies, mobile identifiers and new privacy regulation.   But what is he personal, unbiased impact of advertising?  For GroupM’s Mindshare, it’s about measuring “empathy” as registered by biometric feed back. It’s called the NeuroLab and it’s the the largest longitudinal panel in the […]

FORT LAUDERDALE — Audience measurement outfit Nielsen is gearing up to measure linear and digital audiences in a new way, that recognizes a distinction between viewers of content and viewers of ads. In this video interview with Beet.TV, Nielsen planning and precision SVP Eric Solomon says the company’s Total Audience suite – which already includes the cross-platform […]

It’s a world in which more data can be measured than ever before – and marketers are on the cusp of being able to thread them all together. But, just because they can’t quite yet, they shouldn’t be hard on themselves. That was the view of panelists convened at an industry discussion. “There are too many areas that […]