ATTRIBUTION REFRESHER: One of the more common blog questions I get is around the topic of Attribution. What are the different methods of attribution, how are they calculated, and what are the pros/cons? To help with this I’ve dug up the attached Digiday article, as part of their “WTF” series. To sum it up there are three basic ways marketers can assign attribution – Single Point, Multi-Point and Weighted. Single Point is the industry norm but the most primitive – think of assigning 100% of attribution credit to the publisher whose ad was clicked on. Multi-Point tries to refine this by evenly dividing attribution credit amongst all the media outlets in the consumers’ journey. This is more accurate than Single Point, but still sort of ham-handed. The most accurate, but least developed, crediting model is Weighted attribution. This model requires a weighting formula, which still really isn’t an exact science. As the article notes, there’s a growing body of research around Weighted attribution, which means this will become the industry norm in the next few years. Good topic to be versed in! (link)
A MESS IN TV LAND: A big negative just popped up against Nielsen’s effort to rollout out its Total Content Ratings (TCR) platform. As a reminder, the goal of TCR is to create an apples to apples measurement standard across all forms of video consumption, including set top, DVR, VOD, etc.. This is badly needed for the industry with traditional TV ratings starting to plummet as consumers migrate to digital platforms for their video content. Nielsen has been testing the technology all year, and slated April’17 as the timetable for full rollout. But it turns out at least one TV network doesn’t think TCR is ready for prime time. In a leaked email NBC’s head of Ad Sales, Linda Yaccarino, said TCR’s methodologies are flawed and the release could actually do more harm than good to the industry. Ouchy! AdWeek has a full summary of the kerfuffle in the following link. (link)
NET NEUTRALITY UNDER FIRE?: Finally this week I’d like to touch on a topic which could mean nothing or everything to our industry. The issue is around what will happen with Net Neutrality under the new Trump administration. For those not in the know, Net Neutrality is the current FCC protocol which creates a level playing field for all data bandwidth in the US. Meaning every bit of information coming through the internet is distributed at the same speed. Without Net Neutrality publishers or carriers could create high speed lanes which would deliver content faster, thus slowing all the other data which is not prioritized. Just think of the Line Hopper passes at amusement parks, and you’ll get the idea. Depending on where you are in the digital ecosystem, Net Neutrality is either a great or horrible thing. But there’s one thing everyone can agree on. Net Neutrality is the baby of current FCC Chair Tom Wheeler, and he’ll be resigning right after the inauguration. To date Trump has made one Twitter post against Net Neutrality (presumably because it limits competition), but there’s been no formal position statement from the new administration. More to come on this one, I’m sure. (link)
Have a great Friday (and weekend) guys!
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