In addition, Drawbridge COO Eric Rosenblum pointed out that even as competition heats up among vendors providing cross-channel ad targeting solutions, there is little consensus around the metrics for comparing the effectiveness of their products. Vendors also disagree whether cross-device ad-targeting standards are even necessary.
If a set of guidelines were to be introduced, “it is important to distinguish between metrics for measurement (which should be standardized) and methodologies (which is core IP and should be protected, but transparently, so that innovation can be accelerated),” Rosenblum said.
Given that different companies make various claims about their products, the standards should be based on “precision” and “reach,” according to Rosenblum.
“In other words, we are a firm believer that metrics need standardization and transparency,” Rosenblum added. “The underlying methodologies should also be transparent, but can be protected by patents.”