Wednesday, 12 February 2014
Developments in media measurement
The need for better measurement of advertising impact - especially for digital advertising - is unquestionable. The challenge, of course, is that most digital ad campaigns are multi-platform campaigns so even if any particular ad's CMP, CPC (or today CPE) is well-measured, with multiple screens this data needs to get integrated to be able to gauge the overall impact of the campaign. Google's DoubleClick and comScore have teamed up to come up to do just that, proposing a standardized measure similar to GRP for traditional media. This is a great development for the industry.