Comscore in Journal of Advertising Research on How Social Sharing Is Disrupting Digital Advertising Models and Metrics
The digital-media environment has evolved so quickly that the metrics infrastructure has been challenged to keep pace. Digital word of mouth, in the form of the rapid sharing of content via social and mobile channels, both has democratized content and has created a system of incentives that has commoditized the ecosystem. The short-term chase for bigger audience metrics and greater impression volume has led to significant challenges for media economics.
In the following article entitled “The Downside of Digital Word of Mouth and the Pursuit of Media Quality,” Comscore Co-Founder and CEO Gian Fulgoni is joined by Comscore SVP of Marketing and Insights Andrew Lipsman in describing why the fundamental metrics of media planning and campaign measurement—impressions, reach, frequency, and demographics—need a higher level of validation to ensure that the inventory being bought is clean, legitimate, and appearing in environments conducive to effective advertising. The article was recently published in the June 2017 issue of the Journal of Advertising Research and is reprinted with permission.