LONDON: Machine learning is becoming increasingly important to sift through huge volumes of data, but humans will still be required to answer the nuanced questions that arise from the inevitable gaps in the data, according to a leading planner.
Ruth Zohrer, Admap, December 2017, pp. 20-22
Audience segmentation is often split between the large, average audience often associated with 'traditional' planning vs a hyper-granular 'audience of one' created from a plethora of digital data sources.
GLOBAL: The United Nations has recognised November 21 as World Television Day since 1996 and the date coincides with the release of a new report, which claims to demonstrate the medium’s resilience and effectiveness for advertisers.
NEW YORK: Brands interested in pursuing "identity-based marketing" should consider emerging best practices in areas like data scrutiny and consumer privacy, a paper in the Journal of Advertising Research (JAR) has argued.
LONDON: Two of the UK's major marketing associations have together called for the media industry to demand and provide independently audited data to bring accountability to media markets both online and offline.
Evan Neufeld, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 109-117
This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.
MENLO PARK, CA: Facebook has admitted a fourth user measurement-related problem in as many months, at the same time as politicians in Europe step up the pressure on the social media giant to address the issue of fake news and to release details of ...
Gian Fulgoni, Journal of Advertising Research, Vol. 54, No. 2, 2014, pp. 133-137
Gian Fulgoni, co-founder and chairman emeritus of comScore, explores the risks of using online-survey panels for marketing managers who rely on online-survey results to make spending decisions on digital marketing.
David F. Poltrack and Kevin Bowen, Journal of Advertising Research, Vol. 51, No. 2, 2011, pp. 345-355
Poltrack and Bowen share a system that allows advertisers to have a 360-degree perspective of their core prospects with regard to media consumption, which will enable marketers to move beyond pure demographic reach to quality reach.