Publishers Need a Better Way to Measure Ad Viewability
When you take Statistics 101, one of the first things you learn is that some variables are “categorical,” some are “ordinal,” and some are “interval.” Categorical variables are the ones [...]
Snapchat Is Pushing Marketers to Turn Up the Volume and Ditch Silent Ads
Performance Marketing
Snapchat is teaming with Moat, a burgeoning ad measurement player, to help marketers better understand their campaigns' effectiveness. One of the more interesting elements they'll focus on: audio.
Facebook Partners With 3 Companies to Improve Its Verification of Ad Metrics
Performance Marketing
In an effort to improve transparency and maintain marketers' trust, Facebook is expanding its third-party verification program related to viewability and attention metrics for ads.
How Can Marketers Be Certain Their Mobile Ads Are Actually Getting Seen?
Performance Marketing
Having addressed marketers' concerns about desktop viewability (ads that are actually seen by consumers) in 2014, the Media Rating Council is now in the hot seat to provide guidance on [...]
Agency and Brand Leaders Weigh in on Digital’s Mounting Ad Viewability Issues
Performance Marketing
Ad viewability is perhaps the hottest digital advertising topic heading into the new year, thanks to a little back-and-forth between the Interactive Advertising Bureau and the 4A's. So why not [...]
Online Fraud’s Next Victim: Mobile Advertising
Performance Marketing
Mobile advertising’s lack of a cookie—a nugget of data that tracks consumers’ digital activity—is both a blessing and a curse. While marketers aren’t able to target consumers the same way [...]