The latest digital trends from eMarketer
Geoffrey PrecourtWarc
When digital marketers talk about the advantages of this channel over legacy media, they often start with the boast, "We can measure everything." The pitch works: there isn't a major marketer anywhere in the world that doesn't want a crisper idea of the return on their advertising investment.
But, in the absence of a universal metric, there's no consensus on performance. In fact, every analyst has a different spin and a different set of numbers.
Enter eMarketer, a marketing-research enterprise focused on the interactive ecosystem. The meta-data service provider describes its...