Saturation Analysis
Assessment of the point at which additional marketing investment yields insufficient returns due to market or audience saturation.
Measurement
How you know your advertising worked, and how much of it went to waste. Attribution, MMM, viewability, invalid traffic, brand safety and media transparency, from a former media auditor.
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SKAN (SKAdNetwork)
Apple's privacy-centric attribution framework for measuring app install campaigns without exposing user-level data.
TAG (Trustworthy Accountability Group)
A cross-industry initiative to fight criminal activity and promote transparency in digital advertising.
Verification
Third-party measurement of viewability, brand safety, and valid traffic that confirms proper ad delivery and engagement.
Verified Human Traffic
Ad traffic that has been authenticated as coming from actual human users rather than bots or other forms of invalid traffic.
Viewability
A metric that tracks whether an ad impression was actually viewable by a human user, typically requiring 50% of display ad pixels to be in view for at least one continuous second.
Viewability Weighting
Adjusting media investment based on historical or predicted viewability rates across different placements and partners.
News: Brand's $4 Billion Blindspot
Despite the myths, news environments prove to be high-return and brand-safe. With performance upwards of 8.5x higher, avoiding news media might be the most misguided marketing myth yet.
Alert: Systemic Brand Safety Failure
The publishers, tech vendors, and programmatic platforms allegedly failed to prevent the monetization of racist and objectionable content.
"Moveable Middles" and the CMO + CFO Relationship
Major Unlock: Marketers go out of their way to ensure that their finance teams understand the value advertising drives in the business. These two panels at POSSIBLE attempt to bring those worlds together through new ways of driving and measuring success.
It's a Trap: Guaranteed Performance
I'm not saying it is a trap. But it is a trap.