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Mastering Measurement: Understanding Metrics and Data in the Ad Ecosystem, Taught by the Laredo Group

Monday, January 27, 2014 1:30pm - 4:30pm

Understanding what metrics are used for display advertising and how they are evaluated is crucial to an effective discussion on measurement. As advertising and marketing opportunities expand, it is crucial to understand which metrics are used for content and social marketing, as well as the new integrated “Native Ad” units. The first part of this program will define, review and discuss the use of different advertising and marketing measurement and concepts, such as interaction rates, view-through, last-click and multi-channel attribution, video TrueViews, activation, brand lift, and engagement. The second part of this program will provide an overview of the terminology and ad tech ecosystem for collecting, segmenting, buying and optimizing audience-based buys. We will wrap up with a framework for applying measurement to the purchase decision journey.

This course is geared towards junior level and/or new to the industry salespeople.

1:30pm - 4:30pm, The Ad Lab at IAB Offices – 116 East 27th Street, 8th Floor, New York, NY 10016