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5 Cups of Morning Coffee

What’s New This Week

Each week our Knowledge Specialists summarize the top articles in 5 Cups of Morning Coffee below!


Apr 26, 2016

Conference Paper – “Combat Fraud to Drive ROI” – comScore/Krug/Kellogg Fraudulent and non-human traffic creates serious issues for all sides of the online advertising industry. While the common strategy of blacklisting domains can help advertisers reduce wasted impressions, it blocks potentially valuable audiences – hurting the reputation, yield and CPMs of the publishers involved – and […]


Apr 26, 2016

Conference Paper – “Closing the Creative Loop in the Shift to Mobile” – Facebook  What creative content will maximize impact? This paper summarizes 2 years of follow up work that was presented at ARF Audience Measurement 2014 — continuing to explore what aspects of creative matter as content consumption shifts to more mobile and video. Combining […]


Apr 26, 2016

Conference Paper – “The Purchase Journey: How do Radio and OOH Stack Up?” – iHeartRadio/SMG In today’s time-pressed world, where consumers decide what and when to buy in decreasing time units, marketers are challenged to reach their target audiences at the most influential moment. SMG and iHeart Media collaborated on research to better understand which […]


Apr 26, 2016

Conference Paper – “Out of Home Advertising at Scale” – IRI IRI had already collected empirical metadata that indicated significant underestimation of OOH impacts, especially for retail and consumer goods (both CPG and durable). We now have leveraged a trade-area based approach to more accurately measure OOH by making the distance from OOH location to point-of-sale. […]


Apr 26, 2016

Conference Paper – “The Economics of Attention: TV Ads That Trigger Sales” – Harvard/Tvision Television commercials have always needed to capture the audience’s attention before communicating their message. Sometimes the TV is turned on in people’s homes as background noise, e.g., “the second screen” while our smartphones have become “the primary screen.” How should advertisers […]