By The Drum | Editorial

November 15, 2018 | 1 min read

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.

Watch episode 3 to find out more.

Tune in for episode 4: the importance of neutral partners in December.

Digital Transformation Agency

Other episodes in the series

Episode 1

Everything you need to know about: Programmatic

It can be hard to keep pace in this fast moving industry, which is where we come in. The Drum has teamed with the Trade Desk for a series of short video primers and accompanying features in print to tell agencies and brands everything they need to know about complex issues. First up is programmatic trading.

Episode 2

Everything You Need to Know - Episode Two: Programmatic video

The second episode of Everything You Need to Know - About Programmatic examines its impact on video advertising.

Episode 3

Programmatic Private Marketplaces | Everything You Need to Know

The third episode of Everything You Need to Know - About Programmatic looks at how private marketplaces (PMPs) operate in today’s programmatic world.

Episode 4

Programmatic Optimisation | Everything You Need to Know

The fourth episode of Everything You Need to Know - About Programmatic examines how programmatic lets brands optimise campaigns for their exact audience.

Episode 5

Everything you need to know about programmatic industry education: dispelling the myths and misconceptions

It can be hard to keep pace in this fast moving industry, which is where we come in. The Drum has teamed with the Trade Desk for a series of short video primers and accompanying features in print to tell agencies and brands everything they need to know about complex issues. In this instalment, we examine the need to educate the industry when it comes to programmatic.

Episode 6

Everything You Need to Know - Episode six: the agency of the future

The sixth and final episode of Everything You Need to Know - About Programmatic, in association with The Trade Desk, explores how programmatic is shaping the agency of the future.

Episode 7

EYNTK 2.0: Increasing user engagement with multi-channel technologies

In this episode The Trade Desk’s solutions architect EMEA, Urszula Etheridge explains how marketers can increase user engagement with the use of multichannel technologies, make ads more relevant and achieve customer marketing at scale.

Content created with:

The Trade Desk

The Trade Desk™ is a global technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimise more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.

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