The Year of Digital Ad Measurement: When Bots Get Caught

by Chuck Moxley

The word is out. Yes, it is possible to link digital ad impressions to in-store sales transaction data. And now that brand marketers know it’s possible, they are demanding it. After all, closed-loop measurement offers advertisers a level of transparency, insight and assurance their media dollars are being properly allocated.

With shoppers consuming more content via digital devices, and especially mobile devices, advertisers are shifting more of their budgets from traditional media to digital advertising. This places greater emphasis on proving whether campaigns are actually driving in-store sales that justify the digital ad spend.

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