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Topic: Measurement

Snapchat Launches a Colossal Expansion of Its Advertising, Ushering in a New Era for the App

Unveils new API and $1 billion goal

Imran Khan was an internet-focused investment banker at Credit Suisse, where, in September 2014, he orchestrated Chinese ecommerce giant Alibaba's high-profile IPO. Three months later, his star rose higher when…

Why You Should Be Ready to Talk About Data This Year at Cannes

Insight-informed creativity will drive brand conversations

Data is arguably the most disruptive force in digital advertising today. But even more than that, it represents the biggest opportunity for marketers this year because it means delivering more…

Why It's Time for Marketers to Rethink Metrics and Performance Indicators

Digital is changing the path to ROI

As media dollars increasingly shift to digital—rising another 22 percent to $27 billion this year for display ads alone—brands of all sizes are striving to extract greater value from their…

Why Balancing Skippable and Non-Skippable Ads Creates Better Brand Awareness

Weighing the value of a view can't be binary

A round-up report from eMarketer, specializing in mobile advertising, recently landed in my inbox. On page three, a table of completion rates for U.S. digital pre-roll caught my eye. It…

4 Digital Trends That Will Redefine the Modern Media Agency

A shift from campaigns to data-informed conversations

Nearly 10 years ago, I read a paper that fundamentally changed my point-of-view on what a successful agency would need to become in the future. Doug Ray  Written by Forrester, it spoke…

ComScore Says Multiplatform Deal With Viacom Will Transform How Ads Are Bought

Vantage data platform gains targeting across TV and digital

The newly merged comScore and Rentrak have set their first multiplatform deal with a big client: Viacom. Today, the companies announced a multi-year cross-platform measurement deal, which will allow Viacom to…

Facebook Debuts 'Lift API' to Give More Marketers Ability to Study Ads' Impact

Measurement space continues to heat up

In the digital ads world, the past few months have been all about emerging measurement tools. With that in mind, Facebook today is announcing two intriguing initiatives that it is…

These Are the Oscar Ads and Moments Viewers Paid Attention to the Most

At home, people loved Leo's win and Kohl's ads

It may not have won Best Original Song, but Lady Gaga's show-stopping performance of "Til It Happens to You" from The Hunting Ground documentary was the top moment during a…

Snapchat Inks Nielsen Deal and Signals That It's Taking Ad Performance Data Seriously

Marketers get more stats from the app

Brands spending money on Snapchat campaigns have demanded more performance data for the past several months, and now they appear to be getting at least some of what they asked…

Global Marketers Say Their Mandate Is to Simplify, Evolve and 'Cut Through the Bullshit'

Dmexco panelists praise the agitators

When ad and marketing industry leaders get together at major conferences to talk about simplifying the business while also insisting everything needs to happen faster—including change—it's easy to point out…

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