In a follow-up discussion for the “Understanding Audiences” track, Havas Media’s Peter Sedlarcik delves deeper into the ways the panelists are measuring for their clients, from the challenges of creating custom platforms and how technology’s rapid advances are affecting how they reconcile data, to balancing rigorous methodology with dynamic measurement approaches.
The presentation shared YouGov’s research behind building a cross-device, multi-source, and verified behavioral data exchange tool. The research tackled the following problems:
The IAB Programmatic & Data Center examined the impact of the loss of third-party cookies and identifiers on the digital advertising ecosystem, particularly on brands and publishers. This report measures the industry’s sense of preparedness, expectations for revenue and data-driven tasks, and progress into leveraging first-party data. Two studies were executed, conducted by Ipsos and McKinsey, surveying and interviewing key data leaders across categories.
In this moderated discussion for the track, Cross-Platform: Measurement & Identity, the speakers answered questions from the attendees about their respective presentations and discussed cross-platform challenges.
Inaccurate responses to basic demographic and media consumption questions asked in surveys are very problematic, since these responses form the bedrock data points for all demographic research and media consumption measurement.
Jon Puleston analyzed some of the reasons why respondents are not truthful in surveys and the challenges raised. As a result of inaccurate respondent responses, the industry has been mis-measuring basic demographics and media consumption for decades.
This presentation describes a project to enhance analytics on print and digital audiences in France. The main sources of data for print and digital audiences in France are:
The ARF’s Paul Donato interviewed Snap’s Gaz Alushi about the impact of privacy-centric ecosystems on measurement and the consumer. From his perspective of working within a walled garden, Gaz speaks to how Snap puts the consumer first without conflating tracking with measurement in capturing the impact of an ad campaign. Paul and Gaz also discussed the industry’s response to privacy regulations, working with first- and third-party data, the MRC’s cross-platform standards, and how Snap works with partners across the spectrum to measure its audiences.
Stephen DiMarco (Tubular Labs) moderated this discussion on the second day of the conference with the anchor commentators who shared their perspectives on what they heard and what it means.
Professor Anna Tuchman of Northwestern’s Kellogg School of Management presented an economic analysis of the effectiveness of a major portion of the U.S. linear television advertising spend, worth $66B in 2019. The study, conducted with Bradley Shapiro and Günter Hitsch of the University of Chicago’s Booth School of Business, investigated the elasticity of actual sales for 288 distinct CPG brands on the basis of brand-specific ad spend as captured by Nielsen store and household panels along with Nielsen Ad Intel data. They used log-log regression and flexible machine learning algorithms. Their goal is to help firms evaluate ad campaign effectiveness with the hope their measurement will help make better ad spend decisions.
An impressive body of work is building in attention measurement. The three winning-papers sessions preceding this panel revealed a work in progress with shared goals as well as differences in approaches. Moderator Earl Taylor of the ARF’s MSI division asked the speakers about their views on barriers to the process, and opportunities for further improving attention measures.