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The Ad Industry’s White Whale

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The Ad Industry’s White Whale

Looking at the number of new ‘connected’ products college email address list coming. A to market, I’m reminded of a quote from Nicholas Negroponte, the founder of the One Laptop . Per Child initiative, who once said, “computing is not about computers any more. It is about living.” According to NPD, the average American household has roughly 5.7 internet-connected devices, and it’s clear we’re rapidly approaching a not-so-distant future in which the ratio of smart. A devices to people will be in excess of 5-to-1. From a marketing perspective, this shift towards multiple . A screens and device types means reaching desired audiences – already a challenge – is set to become exponentially more complex.

Mobile Marketing Measurement – An Inexact Science

Most advertisers have long since CMO Email List acknowledged . The rising influence and importance of mobile marketing, however device fragmentation. As well as a lack of adequate technologies/tools and the inconsistent application of mobile measurement standards has caused mobile to lag far behind the PC-based ad channels (email, search, display, etc.) in terms of accurate engagement and conversion attribution metrics. Looking solely at the growing investment in mobile advertising (expected to reach more than $20 billion next year) a reasonable person might conclude this hasn’t negatively impacted the growth of the mobile ad ecosystem.

Building the Plane As You Fly

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Short of the unlikely scenario involving unified logins that tie together activity across devices, apps and browsers, there’s no single solution that addresses all aspects of mobile measurement. The IAB’s recently released mobile measurement guidelines illustrate standards are progressing, however marketers should also begin to evaluate available options to better account for impressions and conversions on mobile devices as part of the broader marketing mix. Several vendors, like Tapad, have emerged that offer alternative proprietary tools capable of associating multiple devices to unique users. As standards emerge, much of this data will also begin to funnel into attribution platforms.

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