Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.
Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.
Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.
Article•
Gian Fulgoni, WARC Best Practice, March 2016
This article explains how marketers can maximize the return on investment in digital marketing, a platform predicted to overtake TV in adspend in 2016.
The way we trade attention in the form of digital media in a murky market has led to a deep misunderstanding of this complex area, argues Faris Yakob - but some thinkers are advocating for alternatives.
Bringing together industry heavy-hitters for the WARC Guide to Planning for Attention, Karen Nelson-Field takes you through the value, measurement, application and ethics of Attention.
Article•
Prof. Karen Nelson-Field and Jonathan Waite, WARC Webinars, June 2020
Professor Karen Nelson-Field, Founder and CEO, Amplified Intelligence and Jonathan Waite, Senior Director, Global Media Partnerships, Dentsu Aegis Network answer questions and help plan your attention strategy.
Brands find themselves expected to take a stand on issues such as Black Lives Matter, but rather than simply reacting to events they should arguably be reappraising some more fundamental aspects of their marketing approach.
Digital media viewability metrics don’t necessarily reflect quality and advertising could take a lesson in this regard from the used car market, according to Marc Guldimann and Karl Sjulsen of New York-based consultancy Adelaide.
A complacent – and confusing – media measurement system needs shaking up and any new structure for planning and buying communications strategies should have have consumer attention at its heart, says a senior executive at Dentsu Aegis Network in ...
Article•
Andrew Green and Nicholas Watson, WARC Exclusive, June 2020
Audience measurement data report on ‘opportunities’ to see or hear advertising messages – these opportunities are defined in different ways depending on the medium.
In recent years questions around the digital media supply chain have been widely discussed in the marketing industry and exactly how brands have reacted has varied considerably.
For the first time, an ad-verification solution has been deployed to independently measure the difference in viewability between programmatic in-game ads and traditional banner ads.
An impression is an impression is an impression, but how do you know if it’s really worth the money? Oliver Gertz delves into the details of defining a quality CPM.
Australians spend more time viewing mobile web display ads than consumers in any other major global market, according to a new report that also notes the risk to brands from advertising online in Australia is one of the lowest in the world.
A new way to buy video ads on Twitter has effectively ‘solved’ the viewability problem that advertisers have long struggled with on digital media, while users of TikTok can now shop within the app for products associated with its ...
WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
