In this episode of The Advertising Forum sponsored by Comscore, Karen Babcock from Comcast Advertising and Drew Kane from Mediaocean discuss the evolution of currency in advertising. They explore the complexities of measurement, the operational challenges faced by publishers and advertisers, and the need for consistency and comparability across various metrics. The conversation also touches on the importance of innovation in advertising and the ongoing changes in how media is transacted and measured.
Takeaways
Currency is the act of counting impressions that people will pay for.
Multi-currency is now a must-have for advertisers.
Operational challenges include scaling and managing multiple currencies.
Publishers need a 'decoder ring' to navigate different currencies.
Consistency in measurement is critical for effective advertising.
The industry is still figuring out how to adapt to fragmentation.
Innovation is necessary to keep up with changing demands.
Agencies need access to historical data to inform media buying decisions.
The future of advertising currency will involve more collaboration and support.
Rolling up sleeves and learning is essential for progress.
Chapters
00:00 Introduction to Advertising Currency
02:00 Understanding Currency in Advertising
03:30 Operational Challenges in Currency Management
08:58 Consistency and Comparability Across Metrics
12:59 Innovation and the Future of Advertising Currency
