Engagement: are we there yet?
Rebecca RangeleyBSkyB
Anne MollenCranfield School of Management
Can engagement be reliably measured? Are certain types of people inherently more likely to engage?
Although online display advertising may be undergoing a resurgence, content publishers, like UK pay-TV giant BSkyB, are still subject to considerable trading challenges. Content sites are squeezed on the one hand by the increasingly sophisticated commoditised offerings of ad networks and demand supply platforms, and on the other, by the encroachment of social media sites into the display advertising market.
This encroachment is made more formidable not merely by social media's...