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Category Archives: Audience
In The Beginning, There Were GRPs
Once upon a time, the media landscape was a simpler place. Large-brand marketers had the ability to predict the impact of a specific level of media weight and develop campaigns around this process as common practice. Actually, this is still … Continue reading
Posted in Audience, Brands, Metrics & measurement, Modeling, Standards, The Marketing Industry
Tagged comScore, GRP, Media Planning, Nielsen, TRP
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Agencies As DMP’s
Winds of change are blowing down the halls of major media agencies. The race to develop data management and audience buying platforms is on. Does this surprise anyone? I hope not. It’s a logical evolution and has been underway for … Continue reading
Posted in Agencies, Audience, Data Driven, Datanomics, DMP, DSP, Modeling, Trends
Tagged Agency Holding Companies, Audience Buying, Data Management Platform, DMP, Targeting, WPP, Xaxis
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Here An Algorithm, There An Algorithm
Unless you have been living under a rock, you are well aware of the growing skew towards math and science in the digital media industry. We are operating in the age of the algorithm. So let’s put digital marketing technology … Continue reading
DSP = Does Something Probably
Demand Side Platforms are all the rage these days, but for those who have really delved into testing multiple DSP’s, there’s a big promise that is currently not being fulfilled. Don’t get me wrong, I’m a fan and believe in … Continue reading
Posted in Ad Exchanges, Audience, DSP
Tagged Audience, Demand Side Platform, DSP, Targeting
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Nielsen Campaign Ratings – Revisiting the GRP
I posted a short piece on the latest Nielsen product in the Laredo Group newsletter in response to many agencies wondering what Nielsen’s new Campaign Ratings system means for them. here’s the answer… Mention online GRP’s to a group of … Continue reading
Posted in Audience, Data Driven, Datanomics, Metrics & measurement, Trends
Tagged Campaign Ratings, Internet Ratings, Nielsen, Ratings
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The Cost of Privacy in Online Advertising
The Privacy Man cometh. Now it’s time to figure out who is going to payeth! The industry has formally taken a stance to thwart the strong arm of the FTC by enforcing compliance of self regulatory guidelines on data collection … Continue reading
Networks in DSPs' Clothing
The increase in buzz and actual growth of the Demand Side Platform (DSP) / Real Time Bidding (RTB) market is not news anymore. The trend of separating audience profiles from media and empowering media buyers to bid on specific audience … Continue reading
Posted in Ad Exchanges, Ad Networks, Audience, Behavioral Targeting, Data Driven, Datanomics, DSP, Trends
Tagged Ad Exchanges, Demand Side Platform, DSP, Yield Optimization
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