Online measurement: Connecting all the dots

Major brand advertisers are still investing only 1% of total media spend online. The reluctance to move more branding money online, when it is a highly accountable medium, is largely due to a lack of faith in existing metrics.

Connecting all the dots

Matthew Dodd

Online branding spend has suffered from a lack of satisfactory metrics but a new approach could give brand owners the data on ROI they need

At long last, major brand advertisers are starting to invest in online display....

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