Mobile analytics: What, where and how to measure media effectiveness - Maximizing mobile in the programmatic paradigm

This paper examines the performance of mobile ads when synchronised with TV campaigns, finding that this kind of optimisation improves performance.

Mobile analytics: What, where and how to measure media effectiveness - Maximizing mobile in the programmatic paradigm

Kajal MukhopadhyayXaxis

Abstract

Mobile is a ubiquitous device, allows us to communicate, interact, transact, consume contents and serves as our personal assistants. People are spending more and more time with their devices, taking attention away from the conventional media channels, including but not limited some of the standard digital channels.

Delivering targeted advertisement on a mobile device is a work in progress, and there are plenty of technical hurdles to overcome even before advertisers can plan such an endeavor. Our key challenge...

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