4A's Transformation 2014 - March 18 - Richard Gangon

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4A's Transformation 2014 - March 18 - Richard Gangon

  1. 1. A $170B+ Industry Still trying to define an online GRP And now trying to understand if our messages are reaching humans
  2. 2. A TALE OF TWO HIGHWAYS THE BIG DATA AUTOBAHN NEURO SCIENCES PROGRAMMATIC NATIVE MESSAGING FACIAL RECOGNITION ANTICIPATORY TARGETING
  3. 3. A TALE OF TWO HIGHWAYS THE BIG DATA AUTOBAHN THE SLOW LANE INTO FORT LEE NEURO SCIENCES PROGRAMMATIC NATIVE MESSAGING FACIAL RECOGNITION ANTICIPATORY TARGETING TRANSPARENCY ISSUES COMPLEXITY ISSUES PRIVACY CHALLENGES LACK OF STANDARDS CLICK FRAUD
  4. 4. ANXIETY CONTINUUM LOW LEVELS OF ANXIETY The pudding wine glasses haven’t been washed in time for dinner > THAN
  5. 5. ANXIETY CONTINUUM LOW LEVELS OF ANXIETY MAXIMUM LEVELS OF ANXIETY The pudding wine glasses haven’t been washed in time for dinner My husband is a meth dealer, laundering millions of dollars and involved in the deaths of 200 people < THAN
  6. 6. EVANGELIZE THE BEST AND NEXT PRACTICES IDENTIFY THE RIGHT CURRENCIES FOR THE FUTURE CROSS-MEDIA MEASUREMENT
  7. 7.  3MS ONLINE STANDARDS  CIMM – CROSS MEDIA COALITION  INNOVATION ACROSS CLIENTS, AGENCIES, PUBLISHERS, RESEARCHERS… MANY ACHIEVEMENTS TO CELEBRATE
  8. 8. Bob Liodice ANA WHERE ARE WE RIGHT NOW? Manish Bhatia ComScore Steve Hasker Nielsen Michael O’Connor AOL Sara Bamber FCB Garfinkel Kris Magel Initiative Torrence Boone Google Dan Lovinger NBCUniversal Amanda Richman Starcom Jeff Lucas Viacom Geri Wang ABC George Ivie MRC
  9. 9. DRIVING CHANGE TOGETHER • PUSH FOR THE RIGHT STANDARDS • EXPOSE LACK OF EXPOSURE, FIX THE FRAUD • STAY AHEAD OF MEASURING YOUNGER AND MORE MULTI-TASKING AUDIENCES • CELEBRATE THE BEST NEXT PRACTICES
  10. 10. Courtesy of Anne Taintor

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