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.
Scott Koslow and Gerard J. Tellis, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 87-100
Scanner-panel data have long been important for understanding advertising’s effects. Although the nature of advertising often has been investigated with scanner-panel data, the nature and value of scanner-panel data itself have rarely been considered.
Geoffrey Precourt, Event Reports, 4A's Transformation, March 2011
This report covers the contribution of Alan Wurtzel, NBC Universal President/Research & Media Development, to the 4A's Annual Leadership conference, in which he calls for a renewed industry effort to achieve cross-platform media metrics.