Debating Ad Measurement, Duplication, and Attribution Standards

Moderated by Louis Jones 4As39 executive vice president media and data the panel was divided into two parts The first highlighted the agency perspective and featured Jonathan Steuer chief research officer of Omnicom Media Group and Ed Gaffney managing partner and director of implementation research at GroupMamp160Both agreed that the notion of one currency to rule them all is unrealistic and not necessaryquotI am a fan of a common framework versus a single currency Impressions against a target audience is what we want to measurequot Steuer assertedGaffney concurred quotWe need a framework that is wellunderstood transparent and stablequot he said quotWe can have multiple currencies We have that now in TV with HHLive C3 C7 As long as everyone knows and is consistent in the definitions we can have those multiple currenciesquotThe industry is currently reeling from consumer backlash against oversaturation and frequency fatigue Marketers are likewise struggling to understand how to maximize reach among growing evidence that digital media in particular is delivering unreasonably high frequency against topconsuming quintiles So the topic of how to understand and manage quotunduplicated reachquot in an increasingly crossscreen universe is a priorityquotGetting to an unduplicated reach number today is a challenge because we have a TV currency based in aggregate and not humans We must understand how to convert device delivery data to individual humansquot Steuer said quotWe need a matchable privacycompliant framework We need the industry to agree on a common identity framework whether it39s TV data ACR data settopbox data or server logs with the use of strong cryptography amp8212 which would lead to a more accurate report of duplication at the end of a campaign This repository would relieve the need of any one supplier to give up their 39data keys to the kingdom39 but would allow us a repository to queryquotGaffney summed it up best quotWe don39t want the data We want the answerquotPart two of the panel brought representatives from media companies and industry research organizations to the stage Radha Subramanyam chief research and analytics officer at CBS TV Jane Clarke chief executive officer and managing director at CIMM George Ivie executive director of MRC Brad Smallwood vice president measurement at Facebook and Peter Sedlarcik chief data officer at HavasTheir discussion focused on crossmedia measurement attribution and data privacy In particular the conversation centered around the recent crossmedia audience measurement specsamp160that MRC released on September 4 Those specs address critical issues such as viewability data collection adjustment for unique users tracking of advertising and content determination of sound on and duration of video views But certain areas such as weighted duration metrics have proven to be both difficult to comprehend and controversial as some believe it inherently biases toward completely viewable video media amp8212 aka TV This standard does not go into effect until 2021Ivie recounted that when viewability metrics were first released seven years ago there was also significant backlash with several constituents saying that the viewability goals not only couldn39t be achieved but also couldn39t be measured At that time less than 50 percent of the viewable occurrences could even be measured but today that number is up to 99 percent quotTech environments innovate and a standard is the first step in a long journeyquot Ivie saidThere appeared to be a bit of underlying tension in terms of priorities for those whose roles are weighted more to content than advertising CBS39s Subramanyam explained that as much as she values improved advertising metrics ad revenue represents a smaller portion for CBS than sales of the content they produce to other networks and platforms such as Fox Netflix and Quibi She explained that she39s looking for equally advanced content metrics that are consistent with the advertising metrics quotIt doesn39t matter to me if the reachfrequency metrics are perfect as long as I have a general sense of my content ranking The complexity is ridiculous I need simplicity and more reconciliation between advertising and content metricsquotAll of the panelists agreed that there has been positive movement towards a better understanding of crossmedia metrics but there still is a hurdle between media theory and practical implementation in a competitive business environment CIMM39s Clarke explained that although more people are willing to share ad impressions data certain TV company owners who own a large portion of data are conflicted quotSometimes privacy is the excuse but there are a lot of other business reasons as wellquot Clarke saidIn discussing the heightened awareness of privacy and how upcoming state legislation will challenge anyone who collects and uses data all of the panelists agreed that any approach to privacy must be consumerfirst quotTechnology may solve some of ouramp160problemsquot Ivie said quotbut there has to be an infrastructure around it that ensures initial trust continuity of trust and that the technology is delivering on what it claimsquotFor many in the industry these discussions may seem all too familiar But the overall consensus seems to be coalescing around the combined need of consistent transparent agreedon industry standards technology to implement those standards and unbiased human oversight to audit and confirm them for the betterment of the entire advertising ecosystemPhoto courtesy of Advertising WeekClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Debating Ad Measurement, Duplication, and Attribution Standards

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Jeff Minsky

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