Advertisers have access to all the data they need today, to determine the best an efficient way to run their next campaign. According to The Trade Desk’s account director, Anna Murdock, what they need to do first is define which metrics are the correct ones to measure against.
“As an industry, we constantly raise the bar in how we measure advertising effectiveness,” explains Murdock. “Gone are the days when we rely on CPM or CTR, we now have a whole range of metrics at our disposal. We just need to make sure we are focusing on the right ones.”
As new channels emerge we need to consider new ways to measure campaigns.
Tune in for episode 4: the importance of neutral partners in December.