In A Market With No Ratings Standards, How Can the Best Data Win?
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In Ad Exchanger’s ‘Data-Drive Thinking’ column, Greg Herbst calls for independent ratings to be implemented so the quality of new data can be determined in an impartial and standardized way. While many professionals, such as marketers, rely on data, it’s impossible to evaluate or test the data of every single competing data provider in the detail that would be needed, and the companies that pitch their services often seem to be offering comparable sets of data. Anyone working in the digital advertising sphere, whether publisher or marketer, should be demanding in-depth reporting on performance, but without an impartial rating system for audience data, how can anyone involved really know what they’re getting?

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