The Creator Economy Seeks Measurement Standards Comparable with Other Media.
IAB document a fragmented landscape of metrics and lays out bases for measuring scope, care and results.
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What happened
IAB document a fragmented landscape of metrics and lays out bases for measuring scope, care and results. The source presents this development in advertising: The Creator Economy Seeks Measurement Standards Comparable with Other Media.
What changes
The new thing is to mix inventory, data, creativity and measurement: the format can no longer be analysed separate from its result.
Why it matters
It matters because it forces to connect creativity and means with real results rather than optimizing only intermediate metrics.
Implications for businesses
A Mexican company can test its approach with a controlled budget, a defined business metric and comparison against its current performance before expanding its investment.
One Rhino’s take
Creativity remains crucial, but now we have to live with automation, data and a measurement that can explain what's been changing in our business.
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