Digital Media: A Work in Progress

Upon reading the well-written article by Jeremy Zeleznock of Genesis Media, I feel the need to add some comments. The digital advertising industry is working hard to determine the metrics that work best. Viewability, completed views, impressions, inventory quality, click-through rate, clicks, conversions…digital is being held to very different standards from any other medium because it can and should be. Long gone are the days of ‘spray and pray’ media execution. When one is responsible for someone else’s budget one must ensure to deliver the most effective results possible with as little waste as possible. This is why attribution is the hottest topic right now. Although to many it feels like digital is mature and established, we must accept that […]