It goes without saying that today’s digital marketer has an infinite set of options for reaching their target audience online. Within the single umbrella of “digital” there are multiple formats ranging from classic display media to native advertising, and from keyword marketing to high-impact video advertising. Plus, just about every device is now connected so marketers also need to think about replicating their messaging on mobile, desktop, tablets, and eventually, virtual reality.
These choices present endless options, and marketers today are under significant pressure to understand, utilize, and ultimately master them all. Stitching enough media partners together to achieve the necessary scale seems like a daunting task, let alone the process of buying, optimizing, and reporting on such a broad media plan.
If marketers do have the wherewithal to build and execute on such a plan, how then do they think about issues such as viewability, cross-device tracking, and multi-touch attribution? With so much of the “traditional digital” media ecosystem existing in the long-tail, these concerns can stop the best laid media plan in its tracks. Content publishers themselves will tell you that delivering audience at scale involves so many third party vendors and stitched-together technologies that even getting an accurate measure of ad viewability is near impossible. To continue reading please click here;