“If I'm trying to sell women's shampoo and I deliver my ad to a 13-year-old boy, I don’t really think that's a good use of my money,” said Marissa McArdle, Nielsen’s Global Vice-President of Digital Audience Measurement recently.
Speaking on stage on the topic of ad fraud and key performance indicators at the Asia Pacific Media Forum Conference in Bali, Indonesia, McArdle estimated that up to 41% of ad spend was “being delivered to the wrong target demographic”.
With KPIs such as ad viewability and on-target percentages at stake, she urged marketers to “go back to basics” and tackle the...