Throughout the transition to the viewable impression as the core currency of digital advertising, many issues have come up. One subject that has not been addressed sufficiently, however, is the critical link among ad and/or revenue ops, measurement science, and research. It is the combination of the skills, talent, and drive of individuals working in these disciplines that enables better measurement. IAB’s Sherrill Mane outlines what needs to be done in order to improve ad quality and delivery, measurement — and most of all, the consumer experience. Read more in MediaPost’s Online Metrics Insider.
IAB’s Sherrill Mane in MediaPost
