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NEW YORK The Media Rating Council has issued a statement that Nielsen had understated local viewing earlier this year, with smaller markets exhibiting the most problems.
In May, the MRC had criticized Nielsen’s underreporting of national viewing during the pandemic and it is now reporting similar discrepancies in local viewing among the 56 local metered markets it studied.
“The results show an overall understatement of reported viewing estimates, which is of a similar dimension to the understatements that were seen in the earlier set of national analyses conducted by Nielsen,” the MRC reported. “The sizes of the differences between the simulated and actual viewing estimates appear to correspond largely to market size, with the smaller metered markets (in particular, those markets with a Set Meter + Return Path Data methodology) evidencing the most pronounced differences, while the larger Local People Meter markets, and, to a lesser extent, th
Advertising expenditure is beginning to recover from the significant budget cuts caused by the coronavirus crisis, with Dentsu forecasting global advertising spend to grow 5.8 per cent in 2021 to $579 billion.
For the first time, digital advertising will account for half of all advertising spend, with an overall growth rate of 10.1 per cent. But the digital media ecosystem is increasingly complicated with numerous layers in the form of partners and intermediaries.
So, while the cost of media is important, there are four key areas advertisers should focus on when buying digital media to ensure full transparency and management of where their marketing budget is being spent.
Serious Music
Move over, Howard Stern. SiriusXM is trying to attract younger listeners with the launch of a TikTok music channel called (you guessed it) TikTok Radio. The service will broadcast trending music through the SiriusXM app, browsers and connected devices. Sirius – which owns Pandora and the podcasting company Stitcher – will also launch a Pandora series, called TikTok Tastemakers, with popular TikTok creators who host radio-style talk shows and curate playlists (and also promote the shows to listeners on TikTok). The deal is a win-win for TikTok and Sirius, since TikTok gets brand promotion and potentially more music industry inroads, while the old-school radio brand gains something to market to teens. The Verge has more.
Increasing Digital Marketing Performance Using The “Swiss Cheese Model”
May 19, 2021
For most marketers, a fundamental step to improve marketing performance is ensuring that ads are served to humans. This may seem basic, but in today’s opaque and complex digital ecosystem, there is high probability that a portion of an ad campaign will be served to bots.
Over the years, individual companies and industry organizations have introduced solutions that address specific high-risk areas to mitigate this risk. Yet the nature of independent solutions leaves holes in the system that fraudsters easily exploit. A new framework that connects, coordinates and layers these solutions is emerging to help marketers increase performance.