Rob Master has three recommendations to enhance advertising measurement.
And Unilever’s vp/media and consumer engagement outlined these priorities during a session at the 2019 Cross-Platform Video Measurement and Data Summit held by the Coalition for Innovation in Media Measurement (CIMM):
Definitions
Digital marketing relies on an underlying lexicon – say, “impressions”, “viewability”, and “engagement” – where shared definitions are often absent, he reported.
With individual clients, agencies, publishers, and ad-tech vendors utilizing varied signifers in distinct ways, gaining an objective view on campaign performance becomes a difficult task.
Not possessing a “common dialect or vernacular”, Master explained to the New...