Analyzing TV 'On-Air' Promos With Online Ad Metrics

Published Oct. 8, 2009 at 7:46 p.m.
n the online ad world, so much is measurable. You can know how many browsers viewed a page or an ad, you know how many interacted with or clicked on an ad You can know how many of those browsers immediately visited the advertiser's site, or how many visited the site days or weeks later. Advertisers and their agencies can track and manage their online ad campaigns on a census-based cost-per-thousand or cost-per click or cost-per-action/acquisition basis. That has not been possible on TV, but with the growing digitization of the television infrastructure and the recent availability of second-by-second anonymous television set-top-box data at significant scale, it's clearly coming.


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