
Online GRPs – is this the way to go?
by jwestera
At the last IAB joint agency/publisher council session; Brent Bernie took us through comScore’s Campaign Essentials which I found impressive. The way it brings together hybrid panel/server data with audience measurement and delivery verification is most certainly a step forward. However the wholesale adoption of GRPs in their current definition as the audience metric is not something I look forward to. We have a lot of success with behavioural targets and re-targeting based on completely different criteria than the demographic […]
Categories: media measurement • Tags: behavioural targeting, Brent Bernie, comScore Media Metrix, gross rating points, targeted rating points