Some interesting thoughts in this conversation between IAB CEO Randall Rothenberg and Ben Shepherd of Australia’s Business Spectator. While the whole discussion is interesting, I’d like to call out in particular Rothenberg’s assessment of the top 3 challenges facing IAB and the industry at large.
I think he has them right.
The swirling privacy issues don’t impact Brand.net (we don’t do BT for a variety of reasons – more about that on this page soon), but as BT becomes ubiquitous privacy issues represent a significant overhang to many other players and the industry overall.
The other two issues he mentions, though – measurement standards and branding – are near and dear to us at Brand.net. It may not be immediately obvious, but these two issues are intimately related. Online DR is easier and bigger than branding online today. This is partially because investment in technology has disproportionately focused on DR, but measurement standards are a major factor as well.
The standard for DR is easy: CPA. Attribution models are a topic of constant discussion (especially given some of Atlas Institute’s work), but for DR at least the goal metric is very clear. For brand advertisers, who may not have near-term direct sales objectives and/or who are generating 95+% of their revenue with offline sales, it’s not so simple. These advertisers need a variety of measurement approaches to understand the impact of their online campaigns on attitudes, online activities and offline sales.
Brand.net offers a complete portfolio of brand measurement capabilities and our platform is designed to deliver media that drives results, however they are measured.