Managing metrics into the future

Chuck Kapelke

The ANA teams up with industry partners to rethink measurement in the digital age.

The Internet has given businesses the unprecedented ability to test and measure the impact of their advertising. But as many marketers can attest, online media has not yet reached its full potential as a branding tool, since the metrics by which banners and other display ads are bought, sold, and measured are often inconsistent and confusing. "With digital, the marketing community was gleeful because everything is online and trackable," says Bob Liodice, president and chief executive officer of the ANA. "But in fact the opposite happened: we could never agree on standards, and the level of understanding of the impact of marketing investments has been confounding. Advertisers were buying impressions, but the impressions were measured on whether an ad was served. There was no standard for whether it was even viewable."