The Effectiveness of All Advertising Impressions vs. Only Viewable Impressions: An analytics model

This article details a winning case study of the Excellence in Pioneering Analytics Innovation award category from the 2015 Genius Awards.
2015 ANA Genius Awards

The Effectiveness Of All Advertising Impressions vs. Only Viewable Impressions: An analytics model

Adobe Genius Award Winner: Pioneering Analytics Innovation

In 2013, the analytics software provider MarketShare (now a Neustar Solution1) created an awards program to emphasize the importance of connecting marketing to actual business results. The ANA Genius Awards2since have become a window into the fast-evolving world of marketing analytics, where the data scientist’s everyday job is to find measurable answers to the question, “What really drives sales, and how can brands...

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