Digital audience measurement measures the audience for online content. The norms here differ greatly from those that are applicable for TV and radio.
The fundamental construct in any audience measure is what constitutes media consumption. In the case of digital audience measurement this construct is call a “view”, which is defined as at least 50% of pixels seen for a specified period of time (usually 1 second or 2 consecutive seconds). This definition is IAB/MRC (Interactive Advertising Bureau in conjunction with Media Rating Council) compliant.
An important requirement is that only human audience is to be measured, which means that the measurement service must exclude web crawlers or bots and fake impressions, and monitor the incidence of ad stacking or stuffing. Service providers also need to identify and segregate “shilling”, or any form of paid/incentivized interactions intended to inflate the audience measurement.
In addition to GRP, which is based on views (reach) and frequency, metrics for digital audience measurement include in-flight measures such as on-target rate and viewable rate across partners and placements.
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Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
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