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The latest ACA Executive Forum brought together three speakers with fascinating insights about the increasingly intertwined worlds of television and digital marketing. Brands are facing the same dilemmas — how can digital measurement be used to gather data about consumers’ TV viewing habits? Which data sets are best, and how should one measure effectiveness? These […]

The year’s not over yet, but it’s probably safe to say that issues with digital advertising was very much the story of the year. Concerns about ad fraud, brand safety, ad tech transparency and many billions of wasted dollars have rightfully become a preoccupation for marketers around the world. Those headaches were the motivation behind […]

Jason Kint from Digital Content Next on why the industry needed a cooperative digital advertising marketplace.

Establishing a more transparent media marketplace has been top-of-mind for marketers this year, and on June 10 at the ACA Executive Forum, marketers showed how they are taking action. The topic – Taking a Hard Line with Online: The Client Perspective – created considerable buzz among the more than 100 attendees in a cinema at […]

By Jessica Yared, ACA Last week the ACA hosted a 3-hour executive forum on digital media transparency, verification and auditing, with an equal mix of marketers, agency and media folks in attendance. That players from all sides attended, illustrates just how important the topic is these days.

We’re all familiar with the philosophical question, “if a tree falls in a forest and no one is around to hear it, does it make a sound?” Striking parallels to this old adage can be drawn in our industry today, where many are asking a similar question relating to the effectiveness of ads in the digital environment. In light of concerns around ad viewability, brand safety and in-target delivery, many are now asking: “If an ad falls in the wrong place and no one has an opportunity to see it, does it make an impression?”

In other words, what is the value of an ad that doesn’t deliver an opportunity to be seen, or worse, is delivered next to brand unsafe content? How should we value an impression that reaches a consumer outside of the intended target?