“Viewability” is a metric designed to track the number of ad impressions that can actually be seen by users, not simply the number of ad impressions served. This has been a significant topic in the digital advertising marketplace over the last two years or so, as programmatic inventory has increased and, with it, the number […]
In my past post, I discussed the results of the 2013 Mobile Path-to-Purchase Study done by xAd and Telmetrics. The study found that mobile users were increasingly using their devices to initiate the purchase process, but how those purchases were completed differed depending on whether they were using a smartphone or a tablet. Another element of the […]
With search capabilities available at the click of a mouse or a tap of a finger on a mobile device, it can be all too easy to dismiss print directories. However, print is simply not dying on schedule. The results of the 2012 Local Media Tracking Study, conducted by Burke, were released to the public […]
This is the first installment of a multi-part blog series on the growing gap between online marketing efforts measured through online transactions and online marketing measured through offline behaviors. It’s easy to understand why marketers love online marketing. It’s just so measurable. I spent years in print and broadcast media, and demonstrating return in those […]
The SEO community has been reeling for the past few days at the news that Google will start encrypting searches and blocking referrer data for searchers signed into Google accounts. The net outcome is that analytics tools (Google Analytics included) won’t be able to see referring organic keyword data for these signed in users. The […]