When done well, the links between activities and outcomes form a metrics chain, enabling Marketing to measure value and impact. How to Translate Outcome-based Metrics Into a Measure of Marketing ...

Looks at the Cross Media Measurement initiative, driven by the lack of trust in the ad reporting figures, and highlights inconsistencies in measuring reach and frequency. The same currencies for media ...

Wireless carriers can play a vital role in the mobile advertising value chain by providing aggregated data on subscriber behavior and preferences to ad networks. This information allows for better ...