Digital Remedy

When ENGINE Media Exchange and its parent company, Big Village, filed for bankruptcy last week, it came as a shock to many in the digital ad industry. But it probably shouldn’t have.

For years, video completion rate (VCR) has been a top metric for digital marketers. But as a standalone measurement metric, VCR doesn’t cut it anymore, writes Katie Cladis, VP of product at Digital Remedy. While it can illuminate aspects of advertising’s performance, it just shouldn’t be at the very center of a modern video ad campaign.

As the consumer journey has grown more complex across a fragmented ecosystem, attribution has become much more challenging – particularly in CTV/OTT advertising. Enter multi-touch attribution (MTA), the only effective way to fully understand the customer journey, writes TJ Sullivan, EVP of strategy at Digital Remedy.