In recent years, advertisers have focused on integrating media quality into their measurement and buying processes, recognizing that high-quality media offers better value. This shift has led to the emergence of attention metrics and enhanced evaluations of media, creative, and audience quality. However, a greater challenge lies in measuring media quality against marketers' short and long-term goals. The digitization of channels has blurred the lines previously established in the predigital era, requiring a new approach to assess digital ad effectiveness on multiple timelines.
Over the past five years, advertisers have incorporated media quality into their measurement and buying practices, leading to a market growth for quality-based programmatic solutions.
The rise of attention metrics highlights the new focus on quality, which also includes media, creative, and audience/data quality assessments alongside custom algorithms.
Assessing media quality against short-term and long-term goals presents a new challenge, as predigital paradigms are insufficient in a digitized media landscape.
Digital ads require measurement of value across both short and long-term horizons, shifting from traditional practices that separated brand impact from direct-response.
#media-quality #programmatic-advertising #digital-marketing #attention-metrics #measurement-strategies
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