A New Currency To Measure Audience Quality: qaCPM

▤ Summary

But increased transparency into viewability, bot fraud and ad blocking issues reveals striking evidence that these traditional metrics do a poor job measuring true engagement and sales. But over the past couple of years, ad tech has matured and technological sophistication has increased, advancing marketers’ ability to build a more complete picture of consumers – and a better understanding of audience quality. Imagine a world where marketers can target, for instance, high-earning men aged 24 to 35 years old who are motivated by a sense of adventure, which may inspire happiness viewing ads of Jeeps conquering rocky, back-country environments The adage, “If you can’t measure it, you can’t manage it,” has become dogma in our data-driven industry. The point here is that advertisers, publishers and technology partners should begin to embrace the concept of measuring the quality of audiences, rather than the quantity of user activity, such as clicks or shares, as those in the ecosystem think about the next generation of relevant and valuable metrics. By widening industry dialogue to new measures around audience quality, digital advertising will further prove its worth for a bigger share of marketers’ total ad spend budget.

▦ Linked Companies

Resonate

$10M to $25M