Every industry has its table stakes, a minimum offering required to be a serious contender. And in every industry, that minimum offering gets more sophisticated over time. It’s hard to remember now, but there was a time when a cell phone didn’t need a camera to be popular, and when a car could hit the …
The New Table Stakes: All Measurement Is Cross-media Now Read More »
Measurement of advertising outcomes relies upon deterministic IDs. If we are unable to isolate a person that was exposed to an ad from a person that was not, it is impossible to know whether the ad had any impact. Unfortunately, while valuable as a basis for targeting, email falls short as a basis for measurement. …
Do you remember what days you wore green last week? What about the roads you drove yesterday? You might have a general idea (“I think I wore my new sweater Wednesday”) or perhaps the options blur together (“I pick the kids up on Academy St. but what errands did I run…”). You may be surprised …
Why OTS-Based Exposure is Problematic in Brand Effectiveness Measurement Read More »
As we explored in a previous post, Targeting Verification opens the black box of programmatic TV, enabling brands and agencies to finally answer the question: “Are we hitting the target?” Using real attitudinal data and transparent statistics, the Upwave Targeting Verification dashboard enables marketers to confirm whether they are reaching their target audience when running …
How to Interpret (and Act on) Brand Campaign Targeting Verification Results Read More »
Advertising can drive sales, persuade customers to try new products, and strengthen brand loyalty. But when we shift from consumer marketing to cause marketing, does that same impact carry over? We’ve all seen our fair share of PSAs (think: Smokey the Bear, “This Is Your Brain On Drugs”), but do those campaigns truly move the …
Did you remember your mask? Are you staying at least six feet away from the people around you? Did you really wash your hands for two rounds of “Happy Birthday”? With so many prevention measures to keep in mind throughout the COVID-19 pandemic, we wondered: would folks remember an ad campaign? Could advertising really make …
Measurement of advertising outcomes relies upon data that tells us who saw an ad. But how can we know for sure who saw an ad if they’re using the same devices as their spouse, parent, or child? Think of the mom passing her iPad to her daughter at the dinner table; the teen doing homework …
A Family Affair: The Reality of Household Device Sharing Read More »
Upwave recently launched an enhanced suite of Connected Television (CTV) measurement capabilities. The two cornerstones of the enhancements are a new Targeting Verification technology and expanded scale of the Upwave Digital Network. These additions complement Upwave’s industry-leading Brand Outcome cross-channel measurement, which analyzes the precise brand impact of advertising campaigns. Targeting Verification Targeting Verification allows …
There are two ways for advertisers and their tech partners to respond to the growth of privacy safeguards such as Chrome’s planned deprecation of 3rd-party cookie support and Apple’s planned changes to IDFA. On the one hand, advertising platforms can resist the arrival of privacy safeguards by using workarounds that are ultimately short-lived. When adtech …
How Upwave’s Privacy Moves Actually Boost Measurement Accuracy Read More »
Upwave Director of Engineering George London is participating in important collaborations within the World Wide Web Consortium (W3C) Web Advertising Business Group with the aim of protecting consumer privacy in browser-based advertising. In addition to his technical insights, George contributed the following noteworthy section to a paper the group is drafting. The section is titled …