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data analytics

Conversations with “Great Minds”

Two 2022 ARF Great Mind Award recipients, Martin Renaud, winner of the Chief Marketing Officer (CMO) Award and Dr. Duane Varan, winner of the Erwin Ephron Demystification Award, shared insights on how research should be used to improve marketing. 

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CTV Ad Fraud Schemes Rise

A major new study from DoubleVerify (DV) reports both progress and ongoing problems in digital advertising. Viewability rates are improving while the number of ad fraud schemes uncovered by DV spiked up 70% in 2021.

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Identity Resolution Group: Demystifying Data Cleanrooms

  • By Claudia Chang (Clear Channel Outdoor, Young Pros Officer)
  • ARF Cross-Platform Measurement Council

Data clean room technology has had a place in the advertising ecosystem for years but has become increasingly prominent in today’s landscape where major disruptions in data governance and privacy are emerging. Data cleanroom companies provide environments for two or more companies to share first-party data in a neutral, secure, privacy-compliant manner. They are used for activation, media measurement, and insights. At this event, Working Group Chair Sable Mi (VP of Analytics, Epsilon) moderated a powerful discussion with guests Alya Adelman (Director of Product, Blockgraph), Devon DeBlasio (VP of Product Marketing, InfoSum), Matt Karasick (Chief Product Officer, Habu), and Alysia Melisaratos (Head of Solutions Engineering, LiveRamp) to unpack the value that data clean rooms can provide.

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Bridging the Gap Between Linear and Digital Measurement

Integrating linear TV in cross-platform measurement was a challenge undertaken in a partnership between Lucid and Samba TV utilizing ACR (automatic content recognition) and STB (set-top box) data matched to survey responses. Stephanie Gall (Lucid) and Karen Biedermann (Samba) shared details on the inherent problems, potential solutions and biggest learnings from this integration.

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The Exploding Complexity of Programming Research, and How to Measure It, When Content is King

Programming researchers are not getting the data they need to make informed decisions and Joan FitzGerald (Data ImpacX) uses streaming’s complex ecosystem to explain the conundrum facing programmers. Key insights into monetization and performance are not supported despite the inundation of new forms of data, leaving programmers without a comprehensive picture of their audience. Together with Michael McGuire at MSA, Joan outlined a methodology funnel that combined 1st, 2nd and 3rd party data to create equivalized metrics that, once leveraged, could meet critical programming research demands.

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Leveraging Purchase Signals to Drive Growth

Sharing their cross-channel campaign evaluation using IRI’s household lift studies, Lisa Mulyk and Liz Ryan from IRI illustrated the strengths of purchased-based data and targeting across brand portfolios. Creative messaging and sales for “must have” and “nice to have” products were examined, comparing the broader affinity, lifestyle and demo audience against the more specific purchase-based audience. Determining that not all audiences worked for the campaign strategy, they found that, although a portfolio strategy worked best to drive household penetration and engage the full gamut of potential buyers, the campaign would have been more successful in targeting purchase-based consumers.

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Enabling Alternative TV Measurement for Buyers and Sellers

Pete Doe (Xandr) and Caroline Horner (605) provided a case study of their partnership that derived results from alternative currency measurement with buy and sell side perspectives. Xandr’s nimble workflow method enabled 605’s shift from advanced targeting to a very specific, custom-built, “persuadable” target audience with a range between 2 to 10x increase in outcomes.

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Concurrent Track Panel Discussion: Innovation in Video Measurement

John Watts of CIMM moderated a panel examining presentations on innovations and changes in video measurement on day three of AUDIENCExSCIENCE 2022. The topics in this discussion included the decline in linear television, measuring new viewing habits, challenges created by the new viewing ecosystem and getting access to more personalized one-on-one data.

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