Measurement

Fake installs on Android are costing mobile app marketers beaucoup bucks and messing with their data sets. On Wednesday, mobile marketing analytics company Singular released a tool that deterministically validates whether an Android install is real or bogus before the install gets attributed. There are other tools on the market that aim to do the […]

Major League Baseball team the San Diego Padres is calling out-of-home up to bat. In the past, the Padres generally avoided OOH advertising, because the team doesn’t have an awareness problem in its local market, said SVP and CMO Wayne Partello. Although the Padres do buy local radio and TV to drive conversions among more […]

After more than a year of tinkering, Facebook is rolling out a long-promised tool that lets users see the data about them that third-party apps and websites pass to Facebook, and then decouple that data from their Facebook account. Starting Tuesday, users in Ireland, South Korea and Spain will be able to access the feature, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Walmart False Start Brands are seeing delays with their Walmart ad buys as a result of the retailer’s transition from Triad Retail Media, which previously repped its inventory, to an in-house sales team. “We are migrating remaining accounts from Triad to Walmart Media Group […]

Comscore is reeling. Interim CEO Dale Fuller acknowledged as much to investors Tuesday when the company reported its second quarter earnings. Comscore has slimmed down to focus on emerging categories in advanced television, including “under-addressable” television, which is more measurable linear content, and cross-platform ratings for digital video, video on demand and TV. But will […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Second Coming Of Aereo Fox, NBCU, ABC and CBS filed a suit against Locast, a nonprofit streaming service that retransmits local network feeds. Locast is funded partly by AT&T and Dish, the two largest pay-TV companies, and the broadcasters allege that the nonprofit group […]

Data-driven marketers don’t like last-click attribution, which simply credits only the final impression that drove a conversion. And they aren’t buying multitouch attribution (MTA), an involved process where each touchpoint in a campaign is tracked and assigned specific credit. So where does the media measurement pendulum settle between those options? For some attribution experts, the […]

Horizon Media is the first agency to use Nielsen Advanced Audience, a linear TV product designed to make measuring granular audience segments like “new parents” as easy as measuring age and gender with C3 and C7 ratings. Advanced Audience allows agencies to find viewers in narrower segments than age and demographic and do post-campaign measurement. […]

Optimera increases site viewability solely from a publisher’s point of view. The tech optimizes campaigns toward the most viewable placements in real time – key in an era where buyers demand highly viewable ads, but publishers lack the technology to meet these demands in a way that’s sustainable for their businesses. “The market has failed […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Rachel Gantz, SVP, commercial, at Comscore. Time’s up. #MeToo. Equal pay. This is the world many of us proudly live in. Gender identity and norms have become more fluid and […]