Post over at NewTeeVee about TubeMogul Clients Now Know Who’s Watching Their Ads.
For advertisers, the new feature gives them a one-stop destination for gathering information to ensure their ads are being seen by the correct target audience. Previously they relied on demographic data from one or more third-party vendors to validate online campaign effectiveness. But since TubeMogul is taking data from multiple partners and aggregating it, the startup says it has a wider sample base of information to choose from, increasing reliability of the data while also being able to spot and correct errors or inconsistencies in individual data sets.
I’ve spend the last few days going over comScore’s Introducing Media Metrix 360: The Next Generation of Audience Measurement. The presentation was given by Magid Abraham the CEO of comScore at the Conversational Marketing Summit in New York.
Magid thinks that one of the flawed issues we’ve is in measuring people that surfing on multiple machines is that they get counted as different users. I know I surf at home, at school and then some more on my BlackBerry. So this means I might get tracked as three unique users when I go to 1up or Facebook or even GameTrailers.
Magid’s goal is to use a hyberd panel measurement method to collect and clean the traffic data. Then apply proprietary methodologies that leverage location, demographic and personal behavior information to finish tweaking the data.
Key Benefits for Participating Sites:
- Comprehensive coverage; 100% of activity
– New “Universe Report” mobile and public machines
– Census-adjusted metrics in current Media Metrix reports (Home and Work
- Improved coverage of At-Work population
- Harmonization / reconciliation of panel vs. server
- More timely reporting
This sounds like a great idea in theory but I’ll be interested to see when the first report is available in a couple months. Check out the PDF to get a better idea of what comScore is trying to do.