Ad Nets Must Use Data More Effectively, Keep Goals In Sight

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 11/2/10

While it may seem obvious, marketers had better understand the metrics that ad networks are using to measure campaign success — both short-term and long-term — according to Anne Hunter, Vice President of Advertising Effectiveness Products at comScore.

“If the network thinks that clicks are the goal (but they’re not), it’s going to miss the ultimate objective,” Hunter explained during an afternoon keynote at the OMMA Ad Nets conference on Tuesday.

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