Unilever’s three recommendations for the future of advertising measurement

Unilever, the fast moving consumer goods giant, is seeking to overcome some of the main obstacles facing brands in the measurement space.

Rob Master has three recommendations to enhance advertising measurement.

And Unilever’s vp/media and consumer engagement outlined these priorities during a session at the 2019 Cross-Platform Video Measurement and Data Summit held by the Coalition for Innovation in Media Measurement (CIMM):

Definitions

Digital marketing relies on an underlying lexicon – say, “impressions”, “viewability”, and “engagement” – where shared definitions are often absent, he reported.

With individual clients, agencies, publishers, and ad-tech vendors utilizing varied signifers in distinct ways, gaining an objective view on campaign performance becomes a difficult task.

Not possessing a “common dialect or vernacular”, Master explained to the New...

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