Tag: Universal Control
When I talk to clients about the state of measurement in the digital advertising industry, one of my favorite topics is the elephant in the room: cookies. These so called browser cookies are the currency of digital advertising reach, yet they clearly do not at all represent individuals. However, this was not always the case. Going back to the recent past, a cookie had a different meaning than it does today.
In 1996 the topic of debate was around understanding individual usage. Imagine a family huddling around their one desktop computer with those weird dial up modem sounds. People in the measurement community were sword fighting over who had the better algorithm for determining which family member was in front of the computer. At the time, a “cookie” could have represented 4.5 people or, essentially, a household’s online footprint.
The world has really changed since then. Now, the question of the day is around what I call “cookie amplification.”
Continue February 11, 2013
(This post was also featured on Adotas.com.)
As I explained in an earlier InsightfulAnalytics blog post, what makes online ad effectiveness measurement work is the use of an experimental design. I’ve also mentioned in earlier posts that while experimental design is a fantastic approach and one we recommend, for a variety of reasons clients prefer to run quasi-experimental studies. One of the important aspects of putting together a good quasi-experimental design is to create a control cell that is as equivalent to the test cell as possible. Unfortunately, and if you’ve read some of my other posts you’ll realize this is a trend, that’s just not how things work online.
When I first started doing online ad effectiveness research in 1997 there was no such things as ad server delivered tags. Everything we did for sampling a campaign was hard coded to a page, including the advertising. This made for an extremely easy design. Since there was no complex ad server to worry about, I could randomly redirect visitors to either the page with the test ad or the page with the control ad. It doesn’t get much better than that – pure random assignment of the respondent pool. However, with the advances in ad serving the survey sampling code moved into the ad server and thus began the era of the pop-up and the dreaded bonus inventory.
Continue April 12, 2012
We are very excited that yesterday the ARF chose to honor our own Jerome Shimizu as a finalist for their 2012 Great Mind Awards. To quote them, “The ARF Great Mind Awards recognize and celebrate individuals who contribute to the excellence and advancement of advertising research across several categories.”
Jerome, who holds the position of VP, Director, Data Sciences here at InsightExpress, was selected for recognition as a finalist under the “Innovation” category. He was nominated by Marc Ryan, our EVP, Chief Research Officer, for his role in the creation of our patent pending Universal Control methodology for use in quasi-experimental design advertising effectiveness studies.
Continue March 29, 2012
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