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Ted McConnell: The Future of Audience Measurement

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Ted McConnell discusses several key issues regarding the future of audience measurement in digital marketing. He notes that while measurement has traditionally driven digital marketing, it is important to measure the quality of attention and context, not just impressions. New approaches are also needed to integrate behavioral data and real-time response loops into broader planning. Planning in digital is challenging as decisions must be made within 100 milliseconds. Standards for measurement are important to gain buyer trust and enable breakthroughs, but a balance is required between standards and proprietary methods.

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Ted McConnell The Future of Audience Measurement
Deconstructing a Quote Measurement drives digital marketing, he says but measurement should endeavor to correlate the quality of attention, and the quality of context not just impressions. We also need to examine the balance between standards and proprietary methods and data if we are going for breakthrough, and I think we need to find ways to integrate behavioral segments and sense and respond loops into broader planning approaches adding, planning is a different game when you have to make your decisions inside the 100 millisecond latency window."
Measurement drives digital marketing, he says Chicken or Egg? How does Measurement drive media? The test of a principle is the opposite ridiculous? Clicks and Weblogs Count. Panels, Copy Testing etc. came later. Whats changing is ad models. So, Media Drives Measurement, but the opposite truth is more useful. If you want better advertising, measure everything and make sacrifices to do it right.
but measurement should endeavor to correlate the quality of attention, and the quality of context not just impressions. What is Quality in Digital Media? Whats in a media salesmans briefcase? Hint: Quality Reasons to Believe. Opportunity to see Context vs Behavior Its an AND. How: Buy side quality metrics, real time: Dwell time and Ad Load Bucket list: 1) Develop and deploy a taxonomy of What . Aboutness. 2) Develop and deploy a surrogate for context quality which is biddable. 3) Qualify DATA: RTB parameters which estimate the probability that the consumer is who the cookie tells us they are.
We also need to examine the balance between standards and proprietary methods and data if we are going for breakthrough Breakthrough, I argue, is ALWAYS a results of a standard. Buyer trust is the key. Measures are a shortcut to common meaning. What are the barriers to Standard measurement? Enablers? And.. What about the vaunted Click? Perfection vs Pragmatism. So. If you want breakthrough IMO, you must have a measurement standard.
and I think we need to find ways to integrate behavioral segments and sense and respond loops into broader planning approaches adding, planning is a different game when you have to make your decisions inside the 100 millisecond latency window." Planner, meet Trafficker Perfect and launch. (T-x) Fixing the Demand Chain: sense and respond Trafficking in Automated environments. A whole different deal. Systems thinking required. The planners dilemma: Segment meaning and performance is complex. Its data, its now. Whats an audience segment really? What matters: Decision engine, data quality, Inventory scope.

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Ted McConnell: The Future of Audience Measurement

  • 1. Ted McConnell The Future of Audience Measurement
  • 2. Deconstructing a Quote Measurement drives digital marketing, he says but measurement should endeavor to correlate the quality of attention, and the quality of context not just impressions. We also need to examine the balance between standards and proprietary methods and data if we are going for breakthrough, and I think we need to find ways to integrate behavioral segments and sense and respond loops into broader planning approaches adding, planning is a different game when you have to make your decisions inside the 100 millisecond latency window."
  • 3. Measurement drives digital marketing, he says Chicken or Egg? How does Measurement drive media? The test of a principle is the opposite ridiculous? Clicks and Weblogs Count. Panels, Copy Testing etc. came later. Whats changing is ad models. So, Media Drives Measurement, but the opposite truth is more useful. If you want better advertising, measure everything and make sacrifices to do it right.
  • 4. but measurement should endeavor to correlate the quality of attention, and the quality of context not just impressions. What is Quality in Digital Media? Whats in a media salesmans briefcase? Hint: Quality Reasons to Believe. Opportunity to see Context vs Behavior Its an AND. How: Buy side quality metrics, real time: Dwell time and Ad Load Bucket list: 1) Develop and deploy a taxonomy of What . Aboutness. 2) Develop and deploy a surrogate for context quality which is biddable. 3) Qualify DATA: RTB parameters which estimate the probability that the consumer is who the cookie tells us they are.
  • 5. We also need to examine the balance between standards and proprietary methods and data if we are going for breakthrough Breakthrough, I argue, is ALWAYS a results of a standard. Buyer trust is the key. Measures are a shortcut to common meaning. What are the barriers to Standard measurement? Enablers? And.. What about the vaunted Click? Perfection vs Pragmatism. So. If you want breakthrough IMO, you must have a measurement standard.
  • 6. and I think we need to find ways to integrate behavioral segments and sense and respond loops into broader planning approaches adding, planning is a different game when you have to make your decisions inside the 100 millisecond latency window." Planner, meet Trafficker Perfect and launch. (T-x) Fixing the Demand Chain: sense and respond Trafficking in Automated environments. A whole different deal. Systems thinking required. The planners dilemma: Segment meaning and performance is complex. Its data, its now. Whats an audience segment really? What matters: Decision engine, data quality, Inventory scope.