Marketers’ Top Measurement Concerns
CIMM: the Coalition for Innovative Media Measurement, has identified critical issues that should be addressed this year. Read more »
CIMM: the Coalition for Innovative Media Measurement, has identified critical issues that should be addressed this year. Read more »
Sharmilan Rayer – GM, Amazon Publisher Cloud
Spencer Lambert – VP, Product & Partnership Success, datafuelX
Matthew Weinman – Sr. Director, Advanced Advertising Product Management, TelevisaUnivision
Reach and frequency planning requires access to unique viewership data, which has become increasingly restricted due to identity restrictions. However, challenges exist with panel-only measurement, including the undercounting of Hispanic and Spanish language coverage, stated Matthew Weinman (TelevisaUnivision). Panel data undercounts Hispanics audiences by upwards of 20%, even for broad demographics. The benefits of big data exist across audience planning, viewership measurement and outcomes. Excessive frequency can be limited while maintaining or expanding reach, as well as improving ROAS. However, there are barriers to working with big data, including PII compliance. Additionally, the size and scale of big data leads to lengthy ID forecast times and computing costs. Spencer Lambert (datafuelX) presented details of their approach to ID-level forecasting which included their reach and frequency clustering methodology. Key takeaways:Rachel Gantz – Managing Director, Proximic by Comscore
Amidst heightened regulations in the advertising ecosystem, Rachel Gantz of Proximic by Comscore delved into a discussion of diverse AI applications and implementation tactics, in an increasingly ID-free environment, to effectively reach audiences. Rachel highlighted signal loss as a "massive industry challenge," to provide a framework for the research she examined. She remarked that the digital advertising environment was built on ID-based audience targeting, but with the loss of this data and the increase in privacy regulations, advertisers have placed their focus on first-party and contextual targeting (which includes predictive modeling). In her discussion, she focused on the many impacts predictive AI is having on contextual targeting, in a world increasingly void of third-party data, providing results from a supporting experiment. The research aimed to understand how the performance of AI-powered ID-free audience targeting tactics compared to their ID-based counterparts. The experiment considered audience reach, cost efficiency (eCPM), in-target accuracy and inventory placement quality. Key takeaways:To be successful in a post-cookie world, one must have an identity resolution strategy. This need is becoming even more important this year.
On June 28, media research pioneer and journalist Bill Harvey sent excerpts of his latest Media Village article to several of the industry’s leading media researchers. That article was entitled: Cross-Media Duplication Must Be Rigorously and Empirically Determined. What followed was a robust intellectual debate that outlines where the lines are drawn in the industry as far as whether virtual IDs (VIDs) can overcome issues of privacy and still provide an accurate account of campaign cross-platform duplication. We now share this jaunty and insightful exchange with our members.
Member Only AccessOn July 12, 2023, the ARF Cross-Platform Measurement Council’s Attribution Working Group brought together a panel of performance marketing experts to discuss where we are now in marketing performance measurement. Panelists from both the service provider and the user side of performance measurement shared their thoughts on the new and remaining challenges and the tools we have today to address them. Alice Sylvester (Partner, Sequent Partners) and John Young (SVP, Audience Analytics Solutions, MediaHub) moderated 3 insightful discussions with a group of industry experts Allyson Dietz (Senior Director, Marketing Solutions, Neustar), Vijoy Gopalakrishnan (Chief Research Officer, iSpotTV), Stephen Williams (CEO, Marketing Evolution), Karen Chisholm (Director, Analytics Transformation, Pernod Ricard), Sophie McIntyre (Ads Research Lead, Meta), Sunil Soman (VP, Campaign Effectiveness, Warner Brothers Discovery, Chair of the Attribution Working Group), and Emily Weishaupt (Communications Insights manager, Nestle Purina NA).
The ARF Analytics Council has explored the use of Virtual IDs (VIDs) for cross-media measurement and offered a non-technical approach during our virtual event, “A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs.” Read more »
On July 12, 2023, the ARF Cross-Platform Measurement Council’s Attribution Working Group brought together a panel of performance marketing experts to discuss where we are now in marketing performance measurement. Panelists from both the service provider and the user side of performance measurement shared their thoughts on the new and remaining challenges and the tools we have today to address them. Alice Sylvester (Partner, Sequent Partners) and John Young (SVP, Audience Analytics Solutions, MediaHub) moderated 3 insightful discussions with a group of industry experts Allyson Dietz (Senior Director, Marketing Solutions, Neustar), Vijoy Gopalakrishnan (Chief Research Officer, iSpotTV), Stephen Williams (CEO, Marketing Evolution), Karen Chisholm (Director, Analytics Transformation, Pernod Ricard), Sophie McIntyre (Ads Research Lead, Meta), Sunil Soman (VP, Campaign Effectiveness, Warner Brothers Discovery, Chair of the Attribution Working Group), and Emily Weishaupt (Communications Insights manager, Nestle Purina NA).
Member Only AccessThere was a combination of both upbeat and downbeat takeaways from the anchor commentators on the last day of the conference.