Truth in Measurement - Evolution of Digital Measurement

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Truth In Measurement Summit
Brian Andersen, Partner

Measurement Started with the Desktop Website
Is my website working?
What is happening on
my site?
How is my website
traffi...

Web Analytics Companies
Measurement Started with the Desktop Website
Web Analytics
Page Views Unique Visitors
Bounce Rate
...

Measurement Started with the Desktop Website
Web Audience Measurement
Web Audience Companies
Site Rankings
Competitive Ben...

Measurement Industry Challenges
Mobile
Programmatic Walled Gardens

The Rise of Mobile
✘
Pages
People,
Not
Pages

The Rise of Mobile = Additional Complexity
Hours
Sources: Internet Trends 2018 Report, eMarketer
Mobile Analytics & Measu...

Dawn of Programmatic = Even More Complexity
($ in billions)
Source: eMarketer
$10 $11 $13 $13 $9 $9 $10 $9 $10 $11 $11
$0...

Rise of the Walled Gardens
Source: eMarketer, Company Filings
($ in billions)
U.S. Advertising by Revenue
$24.4
$29.4
$3...

Rise of the Walled Gardens
Source: eMarketer, Company Filings
($ in billions)
U.S. Advertising by Revenue
Google Facebo...

Who Gets Credit?
Multi-Touch Attribution Mobile Attribution
Radio TV Banner
SearchWebsiteRetargeting
Sale

TV Measurement
GRP(% Target Market) x (Exposure)
1950s - Today

GRP
TV Measurement
OTT
DVR
SVOD
40,000 Panel = 120MM Households

Google DoubleClick ID
"The change will limit advertisers’ ability to measure the reach and
frequency of Google campaigns a...

Challenge: Consistent Industry Standards
Organization Video Viewability Standard
Desktop: 50% in-view, 1 second
Mobile: 50...

Seismic Shifts in Measurement
Pages
Proxies
People
Results

Identity
Identity Drives PB Marketing and Measurement
People-Based
Measurement
People-Based
Marketing

PBM Has Emerged as a Solution Against Proxies
ADAD
Cookie-Based People-Based

Measure Results, Not Proxies
Real Results Proxies
COOKIES
IMPRESSIONS

Traditional Marketers Shifting From Proxies
“P&G has been gravitating toward doing
more performance marketing, an approach...

Location-Based Measurement
Offline
Online
OOH
TV
Location
Attribution

Digital Measurement Guiding Principles
•  Standardized measurement criteria utilized across the open and closed
ecosystems...

Access. Insights. Execution.
New York | Palo Alto

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