Measurement

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Signaling Change Amazon has a new ad measurement product for publishers. Signal IQ, as it’s called, is designed to help sites measure the impact of alternative IDs on campaign performance, including for streaming media, Ad Age reports. The idea is to make it easier […]

Made-for-advertising (MFA) sites are roosting in reputable publishers’ subdomains. IDs are declared inconsistently. And the established third-party measurement companies are sitting on the sidelines.

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

Colossus SSP, a DEI-focused supply-side platform owned by Direct Digital Holdings (DDH), is the subject of Adalytics’ latest report released Friday. It’s a doozy.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

In today’s newsletter: The “user agent” concept is dead; principal-based buying is just arbitrage by another name; and a deep dive into BuzzFeed’s doomed acquisition of Complex.

In today’s newsletter: The CMA outlines plans to fix competitive concerns in Google’s Privacy Sandbox; media mix modeling’s comeback continues; Snap’s Q1 earnings illustrate its attribution-driven turnaround.

The 4A’s measurement committee, a working group for marketers and media buyers to discuss their opinions and concerns about video ad measurement, has some thoughts on the status of alternative TV currencies.

Netflix grew its overall revenue by 15% year over year, largely driven by account growth, thanks to anti-password sharing tactics. It also unveiled new ad measurement options for advertisers.

Moonbug Entertainment, a content studio whose portfolio includes kid favorites such as CoComelon and Blippi, is trying to bring some form of ad measurement to children’s content through a new partnership with iSpot.

In today’s newsletter: The FTC finalizes order barring Outlogic from selling location data; even Snap is sending publishers less referral traffic; Chase Bank’s advertising (and ad tech) opportunities.

Tracking is a mess. Attribution is broken beyond repair. IP address identity data may go the way of the dodo. Which means marketing mix modeling is back, baby!

INCRMNTAL’s new platform uses causal AI models to measure and help marketers understand the relationship between cause and effect.

TV ad buying platform Cadent acquires AdTheorent, setting its sights on omnichannel. Also in this episode: The less-than-kosher attribution game that retail media networks are playing with brands.

Now that alternative TV currencies have passed the initial sniff tests, how should buyers and sellers compare their viewership numbers? The leaders of Nielsen, Comscore, iSpot and VideoAmp gathered onstage during the Coalition of Innovative Media Measurement summit in New York City to answer that question.

In today’s newsletter: Adalytics reveals Forbes was running a separate MFA sub-domain; The New York Times seeks to use attention benchmarking to validate its premium publisher status; and Google is reportedly looking to buy HubSpot.

Big streamers aren’t joining the JIC, which could spell trouble for the broadcaster-backed organization; Spotify raises prices again; Chase gets into retail media.

The broadcaster-backed joint industry committee announced it will certify Comscore and VideoAmp as national TV currencies ahead of May’s upfront negotiations.

Nielsen held a press briefing to reassert itself as the go-to TV measurement and currency company ahead of upfront negotiations. To back up its assertion, it shared a status update on its currency offerings and a comparison to its competitors.

The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. But ad spend in games still lags behind audience engagement.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

The MRC and the broadcaster-backed joint industry committee released a joint statement to clarify the difference between them, which has been a charged topic ever since the JIC formed last year.

If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel MMM.

In today’s newsletter: Performance Max has many imitators, but Google’s still ahead of the pack; France’s competition authority fines Google for using news content to train its Bard AI model without their knowledge of consent; and Apollo Global Management offers to acquire Paramount Global for $11 billion.

Comscore announced that it secured Media Rating Council accreditation for both national and local TV ratings – just in time for this year’s upfront negotiations.

Now, advertisers have more flexible access to the MTA’s four million daily riders while they’re inside the stations, waiting for their trains.

It’s not that enterprise analytics is broken. The bigger issue, says Obele Brown-West, president of data intelligence platform Tracer, is that enterprise analytics was never all that functional to begin with.

There’s a lot more good than bad in Google’s Privacy Sandbox. Here’s why some of the current criticisms around the cookie alternative don’t hold water.