Google math: marketers would save $25bn from a five-percent improvement in cross-media research

Geoffrey Precourt

This report from the ARF's Audience Measurement conference covers a presentation by two Google executives, who claim that a five-percent qualitative improvement in cross-media research - specifically in areas such as audience-insight, ad effectiveness and media-efficiency services - could generate some $25 billion in savings to advertisers.

Google math: marketers would save $25bn from a five-percent improvement in cross-media research

Geoffrey Precourt Warc

Even as comScore data analysts were running numbers to show that Google's monthly unique visitors had topped 1 billion - the highest total for any Internet company, there were signs at the Advertising Research Foundation's "Audience Research 6.0" conference that the digital behemoth harbored no thoughts of industry monopoly.

"The challenge ahead is too big for any one organization to manage on its own," Owen Charlebois, Google global manager/advertising, marketing and media research, told the ARF audience. Charlebois' points of reference included...

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