I-COM worldmeasurementnews

Attribute That!

Yaakov Kimelfeld [pictured], Chief Research Officer at Kantar Media Compete writes at MediaPost: Attribution is ad-centric. That is, the unit of analysis used is an ad placement. Marketers use the data generated from tagging these placements to understand the degree of influence each ad has on the consumer. More...

In US, Facebook Acquires Atlas from Microsoft

Brian Boland [pictured], Director of Product Marketing at Facebook writes: We’re pleased to announce that we have agreed to acquire the Atlas Advertiser Suite from Microsoft. Atlas is a leader in campaign management and measurement for marketers and agencies.

Many marketers that advertise on Facebook today use Atlas, and Atlas has been an approved partner for measurement since June. Today's agreement brings us closer together in a way that benefits both Facebook and Atlas' agency and marketer clients. We plan to improve Atlas' capabilities by investing in scaling its back-end measurement systems and enhancing its current suite of advertiser tools on desktop and mobile.  More...

Twitter's Purchase of Bluefin Labs: A Play to Make Social-TV Craze Into a Business

  Turning Chatter About TV Into Ad Dollars For Twitter

Cotton Delo, Digital Reporter at AdAge writes: Can Twitter capitalize on the social-TV craze it helped ignite?

Business Insider is reporting that Twitter has agreed to what may be its biggest acquisition to date: four-year-old BlueFin Labs, in a deal expected to be announced on Tuesday.The deal will give Twitter some research firepower to sell TV trends and conversation to brands.  More...

Not Every Impression Created Equal: An Ad Served Not Necessarily Ad Viewed

George Musi [pictured], Head of Cross-Platform Analytics at DG MediaMind writes for MediaPost: One of the more interesting issues born from the online industry’s recent affinity with ad verification is the concept of ad “viewability.” Advertisers want to have the ability to calculate real reach and exposure numbers based on actual viewing, not just on delivery or the number of ad impressions that were "on target" in terms of reaching the desired audience. The move to viewable ad impressions is an effort to make digital more consistent and comparable with other media, particularly TV.  More...

In UK, UM launches Decisions Sciences in Europe

Posted on M&M Global: 07 December 2012. London. Universal McCann (UM) is expanding the reach of its specialist digital media data management and insights division Decision Sciences with a European launch.

“Digital media is awash with data, however this data in its raw form is difficult to understand and drive value from,” says UM EMEA and G14 managing director of digital services James Harris [pictured]. “Decision Sciences is focused on providing our clients with solutions that will focus on both effective management of this data and also using it to transform business outcomes for our clients through effective insights and application of learnings.” More...

Facebook Readies New ROI Tool

mrweb.com reports: Facebook is testing a new ‘conversion measurement’ tool to help marketers calculate ROI on their ad campaigns, to be made available via its Ads Manager service.

The new tool will enable direct response marketers - including online sellers - to use optimised cost per impression (CPM) bidding and gauge the off-line sales which result from Facebook ads, as well as non-sales results such as registrations. More…

Moving from ‘served’ to a ‘viewable’ impressions standard in display advertising

At MarketingMag Australia, Michael Froggatt [pictured], Principal research analyst of MediaMind writes: Viewable impressions, or display ad impressions in view to the user, continues to be a hot topic in the digital advertising industry in Australia and around the world. The IAB in Australia has lobbied for a shift in how online audience measurement develops here, and in other markets, for well over a year. More...

In US, AdMobius Comes Out of Stealth with the First Mobile Audience Management Platform

Secures $5m in Series-A funding to unlock the value of mobile data

San Mateo, Calif. – September 25, 2012 – AdMobius launched today to enable publishers and advertisers to discover and target relevant audiences at scale for the first time. Its Audience Management Platform improves the performance and reach of ad campaigns for mobile advertising technology companies by aggregating mobile data to build target consumer segments. The company has closed a $5m Series-A investment round lead by Opus Capital and Storm Ventures to solve the challenge of mobile audience targeting.

“Finally, mobile ad networks and agencies can offer brand advertisers the ability to reach their desired audience at scale through mobile applications,and publishers can more effectively understand and monetize their mobile audiences,” said Dan Grigorovici [pictured], founder and CEO of AdMobius. More…

In US, VivaKi Nerve Center and comScore Develop Custom Partnership to Deliver Ad Viewability Metrics to Clients

Integration of comScore vCE into VivaKi Nerve Center’s Audience On Demand Practice Optimizes Inventory and Improves Efficiency of Digital Spend

RESTON, VA, August 8, 2012 –comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, and the VivaKi Nerve Center today announced they will integrate a custom offering of comScore’s validated Campaign Essentials™ (vCE) solution Audience On Demand™ (AOD). Through this partnership, AOD will be the first addressable media buying practice to incorporate comScore’s viewability data on a “pre-bid” basis, allowing for both the refinement of AOD’s inventory footprint as well as the real-time adjustment of bids to reflect the potential for an impression’s viewability.

“Viewability insights obtained ‘pre-bid’ enable us to more accurately assess the value of inventory in the ecosystem and deliver significantly better results for our clients,” said Mike Zeman [pictured, left], VP, Solutions at the VivaKi Nerve Center. “AOD is the first agency-led audience buying practice to take a proactive stance on the issue of online ad viewability via this deep integration with vCE, giving our agencies and their clients a unique competitive advantage.”

“We look forward to working with the VivaKi Nerve Center to bring their clients additional value through insights into the quality of ad inventory in being able to deliver an ‘opportunity to see’,” said Lynn Bolger [pictured, right], comScore Executive Vice President. “While media exchanges present a compelling opportunity for advertisers to efficiently reach target audiences, advertisers understandably need confirmation regarding where their ads end up being delivered and whether that inventory is desirable. The integration of vCE into the Nerve Center’s platform answers those questions in black-and-white to help improve media allocation decisions and realize the full benefits of real-time bidded media.” More...

Measuring The 'Facebook Effect' On Ad Campaign Performance

At MediaPost, Paul Pellman [pictured], CEO of Adometry writes: In the week leading up to the Facebook IPO, news broke that General Motors was pulling $10 million in display advertising from the world’s largest social network due to poor performance.

Several news articles reported that GM was relying on click-through rates (CTRs) or last click to measure display campaign performance on Facebook. While the CTR is a great indicator of paid search performance, the online marketing industry has long known it’s an unreliable and ineffective way to measure the true impact of display. More...