Overview
The old adage, if you don’t measure it, you can’t sell it, is especially true in mobile. For both publishers and advertisers, the lack of cohesive audience measurement is one of the biggest impediments to growth in ad spend. The challenges in mobile are further complicated by problems linking consumers across screens; measuring audience and content engagement within apps where SDKs rule; and the accuracy of analytics and syndicated measurement solutions. As the mobile media ecosystem... Read More
The old adage, if you don’t measure it, you can’t sell it, is especially true in mobile. For both publishers and advertisers, the lack of cohesive audience measurement is one of the biggest impediments to growth in ad spend. The challenges in mobile are further complicated by problems linking consumers across screens; measuring audience and content engagement within apps where SDKs rule; and the accuracy of analytics and syndicated measurement solutions. As the mobile media ecosystem continues to grow more fragmented and complex, will new measurement currencies emerge to establish a more holistic audience picture? Hear what the future holds in terms of how we count audiences in mobile.
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