As Internet memes go, one stands out as pretty good advice: Skip to the good stuff, a.k.a. the Wadsworth Constant

I know you’re busy, so I’ll explain it quickly: The Wadsworth Constant states that you can easily jump past the first 30% of any YouTube video and be assured of missing the inevitable build-up, the talky, pointless chatter before the main event — the guy falling …

Two months ago, I wrote an overview of our research paper on multi-touch attribution. The premise of the post was that although attribution measurement for digital advertising has come a long way in the last year, the attribution space is still fragmented and, to be frank, a bit confusing. We proposed three guiding principles that we think will enable multi-touch attribution to be a core part of every …

Last month, comScore released a study that analyzed the branding impact of various display targeting approaches. The study evaluated the ability of six different media buying strategies to drive brand lift in two metrics that aim to measure relevant brand building: brand-related search and visitation to branded Web sites.

The not surprising best option cited for brand advertisers was Retargeting. I believe it to be common advertising …

Yesterday at the BlueKai Data Summit, BlueKai CEO Omar Tawakol listed five macro trends that they are seeing in the market for online data.  Paraphrasing a bit, the trends are:

Emergence of the Data Management Platform – The DMP (a new acronym that Omar may have coined) seems to be a tool or organization that manages the integration of third-party data with first-party data and …