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ken archer

OPINION: Data-Driven Thinking

As User-Level Tracking Falls Apart, Cohorts Offer An Exciting Measurement Alternative

BY AdExchanger// November 30th, 2020

“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 Myles Younger, Senior Director of MightyHive and Ken Archer, VP Product of Upwave. In recent years, innovation in digital ad effectiveness measurement has been constrained by an addiction to person-level […]
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OPINION: On TV & Video

The 5G Revolution Already Presents Unique Challenges For Marketing Measurement

BY AdExchanger// September 19th, 2019

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ken Archer, vice president of product at Survata. As a marketer, it’s often difficult to know how to respond to 5G hype and provide guidance internally so you’re not caught flat-footed. So many 5G predictions […]
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