#RIPGRPs: Evolving the Metrics That Move Us Forward
TV measurement is finally having its moment in the spotlight. Not long ago, GRPs (Gross Rating Points) were the headline act built for an era when content was broadcast to the masses... Read more
Going hyperlocal: How one advertiser used CTV to extend reach and drive sales
2025 Holiday Audience Guide
Local Is Where Currency Begins
The Rise of AI Tools: A View of U.S. Consumer Adoption and Application
Currency for How Media Actually Works Today
Fall Audience Guide
Warc Webinar: 5 Digital Marketing Lessons from Comscore
Last Exposure's Last Breath? Smart Lift Attribution Model Gives Ads The Bra...
Who Will Rid Us of this Meddlesome Click?
As I write this blog post about the continued but inappropriate use of the click for evaluating the effectiveness of display ads, I’m reminded of Henry II’s famous quote when he obtusely referred to T...
Four Times Zero Is Still Zero
How To Get Brand Advertisers To Spend More On The Web
There's Something Happening Here... And What It Is Is Becoming Clearer
I’ve been involved in measuring advertising effectiveness for much of my 40 year market research career, most often using behavioral metrics such as sales to gauge advertising’s ROI. During this time,...
How About Citing Some Valid and Relevant Research About the Effectiveness o...
Click-Through Rates for Universal Search
Why Google's surprising paid click data are less surprising
Measurement of Online Advertising ROI: The 100% Solution