As an enthusiastic proponent of the test, learn and reiterate approach, I find it a wonder digital advertising has taken so long to recognize what’s truly behind persistent measurement challenges and to start exploring different approaches. A glance over industry surveys quickly shows that marketers, frustrated by poor performance clarity in 2015, are still at odds with CEOs over how their campaign success is quantified, including which metrics to measure.
At the same time, general hesitancy around prodding systems that were assembled in haste, and far from structurally sound to begin with, isn’t so surprising either. For the past 10 years, understanding of audience engagement has been substantially propped up by assumptions based on metadata and artifacts of time-in-view, such as viewability.
