The Value of a Digital Ad
Understanding the true value of digital advertising activity is a key
challenge for brands and agencies, as they attempt to evaluate
marketing spend holistically across online and other media. For
publishers, the ability to demonstrate the quality of their inventory
beyond reach and frequency remains crucial in securing both direct
and automated advertising budgets.
This document curates insights from comScore, Kantar Worldpanel and
Millward Brown in an overview of both delivery metrics (in-view, fraudfree,
brand safe and to a targeted, human audience) and effectiveness
measures that identify brand and sales impact. In successfully
aligning these components, we will be better positioned to help brands
determine true ROI, and use digital effectively in the wider media mix.