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Gain an in-depth understanding of the complicated world of digital advertising by learning about the kinds of metrics available to marketers and the technologies that are worth the investment.
List of contents
Chapter - 00: Introduction; Chapter - 01: Meaningful measurement; Chapter - 02: The digital supply chain; Chapter - 03: The skills gap; Chapter - 04: When to consult external partners; Chapter - 05: The limits of tech; Chapter - 06: Understanding your leverage; Chapter - 07: Risks versus rewards; Chapter - 08: Shiny new digital objects; Chapter - 09: References
About the author
Shailin Dhar is the founding partner of Method Media Intelligence (MMI), a measurement consultancy and technology provider. A board member for the Programmatic & Data Center at IAB, he previously served as Chief Strategist for Adsiduous Media, Director of Business Development at Darcher Media and Business Development and Operations Manager at DOL Marketing. Dhar is a media, web-technology and ad-technology expert who is focused on helping companies confirm digital ad efficacy, secure validity, evaluate viewability and support brand safety. He is based in New York City, NY.Scott Thomson is a partner at Method Media Intelligence (MMI), a measurement consultancy and technology provider. After working with a Ministry of Defence contractor in the UK, helping design user-friendly control systems, he has spent over two and a half decades with companies like Publicis, Nielsen, Media Audits, Naked Communications and Dentsu. He helps brands devise, design and measure successful marketing strategies, and he has helped numerous global brands take on the challenges currently plaguing the advertising industry today. He is based in London, UK.
Summary
Gain an in-depth understanding of the complicated world of digital advertising by learning about the kinds of metrics available to marketers and the technologies that are worth the investment.
