Measurement

With additional reporting by Alison Weissbrot. Sizable brands and top-tier publishers can use their clout to pressure media platforms into sharing more measurement data – but what are advertisers actually getting? Just enough to keep them spending, said Chris Kane, founder of programmatic consultancy Jounce Media. “Walled gardens will do the minimum acceptable thing so […]

Facebook is doing some early spring cleaning in Ads Manager, the tool advertisers use to create, manage and track campaigns. Starting Thursday, it will begin labeling whether metrics are estimated and start marking metrics that are still being tested. The goal is to give advertisers more insight into how metrics are calculated. Knowing when metrics […]

TripAdvisor said on its quarterly earnings call Thursday that it is part way through a significant reduction of its online marketing and has stabilized its advertiser auction platform after some buyer exits in the second half of last year cratered prices. TripAdvisor is overhauling its advertising investments due to improved data and attribution, CEO Steve […]

Deep-link startup Branch earned its Facebook mobile marketing partner (MMP) stripes on Wednesday and launched an attribution tool for paid media called Universal Ads. Branch is the first MMP added to Facebook’s marketing partner program since around 2013. When the company launched in 2014, it focused on deep-linking across owned-and-operated content – for example, tracking clicks […]

Publishers, prepare yourselves for another Facebook organic reach reality check. Starting Monday, Facebook will finally begin measuring organic page reach the same way it measures paid ad reach: based on viewable impressions. This is only a reporting change and unrelated to how organic distribution works on Facebook. Facebook started alerting publishers in early February, but […]

Paris-based ecommerce analytics platform ContentSquare has raised a $42 million Series B round from a series of investors including US VC firm Canaan and Highland Europe. ContentSquare previously had raised $20 million, bringing it to a total of $62 million after this round. The company will use the financing to support research and development of […]

The paid ads folks at mattress brand Purple and online watch retailer MVMT spend their days obsessing about measurement – and stressing over data silos. Budgets are lean, and they’re under pressure to tie spend to success. A six-person team at Purple manages paid advertising across more than 15 channels. But combining, analyzing, comparing and activating […]

Advertisers for the first time can tap Roku’s first-party data via a managed service measurement system called Ad Insights, released on Wednesday. The Ad Insights platform builds on Roku’s support of third-party measurement partners like existing partner Nielsen, Kantar Millward Brown, Oracle, Placed and Experian. “This launch was really the result of us stepping back […]

The independent measurement space was once Nielsen’s to lose – and now it’s taking pains to make sure that doesn’t happen. Nielsen is in a delicate position. Although its long-established panel-based business is primarily what pays the bills, TV ratings aren’t the future. The company’s success depends on moving away from classic TV ratings, while […]

Nielsen’s TV Brand Effect (TVBE) business now belongs to Phoenix Marketing International, a performance measurement and metrics company. Phoenix on Monday acquired the syndicated service, which is used by brands to measure recall of television ads based on Nielsen data. The companies declined to share the price of the deal. Nielsen will continue to operate […]