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A weekly round-up of the industry’s top stories and research curated by the ARF.

Ad effectiveness measurement doesn’t scale, and it’s failing advertisers

It is disappointing to know that most branding campaigns are still not directly measured for ad effectiveness and impact in real time. This is not to say that monitoring for fraud and brand safety, evaluating viewability, tracking impressions, and counting clicks aren’t valuable efforts. They are. The issue is that while all brand advertising campaigns are measured for their quantitative impression delivery, only a fraction are measured for their effectiveness at changing consumers’ hearts and minds. The result? Measurement that doesn’t scale.
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