Mike Shaw’s presentation will give you an insight into the European ad market, the rising importance of viewable impression measurement and why data will fuel the continued growth of digital advertising.
Comscore’s recent research about viewable impressions, spanning over 8 EU markets and 14 advertiser brands, showed on average that more than 3 in 10 display ads were never actually seen. As it is more important than ever for advertisers to evaluate campaign effectiveness, Comscore will outline insight into the way developments in measurement and the explosion of data available can be applied to deliver better campaign and advertiser outcome.
Key takeaways