GLOBAL BRANDS ADVANCE TOWARDS 'HOLY GRAIL' OF CROSS-MEDIA MEASUREMENT
Advertisers have long struggled with poor quality data that does not allow them to properly assess how best to invest their ad budgets across multiple platforms and media. As media consumption changes and advertisers increasingly run integrated campaigns across different platforms and devices, it has become more important to measure accurately and consistently across different media. The World Federation of Advertisers (WFA) has released a framework for cross-media measuremen
YOUTUBE INTRODUCES – YOUTUBE SHORTS
Google enters the short-form video content category beginning with YouTube Shorts, a new feature being tested in limited markets. An early beta of YouTube Shorts will be available soon to users in India as Google picks up the opportunity to replace TikTok in booming Indian market. Currently TikTok is banned in India so this new feature will work as alternative for TikTok fans to explore. The beta is said to include only a handful of the available features and more features wi
GOOGLE IMAGES INTRODUCES ‘LICENSABLE' BADGE & SEARCH FILTER
Google has announced an update to Google Images designed to make it easier to license pictures that are covered by copyright. This feature should help publishers as they help users identify photos that can be licensed as well as find out how to properly license them. Images with licensing information provided by the publisher will now appear in search results with a “Licensable” badge over the thumbnail. Google’s new Licensable badge aims to make it easier for photo purchaser
WHY CONVERSION MODELLING WILL BE CRUCIAL IN A WORLD WITHOUT COOKIES
After the introduction of regulations (GDPR in the EU and CCPA in the USA), many publishers, advertisers, data vendors and technology platforms will need to reevaluate and retool their approaches to data collection, audience targeting, measurement and attribution analysis. All those activities will change, from tracking and measuring the campaigns, to user behavior and websites optimization. Moreover, the customer journey has become more difficult than ever to measure, as use
