Online Ad Neworks and Measuring Brand “Lift” »
Jeremy Liew, the managing director of Lightspeed Venture Partners, one of Kosmix’s key investors, has an interesting post on SeekingAlpha today: In Search of the Next Ad Network Breakthrough.
In the piece, Jeremy argues that the next wave in ad network performance will be driven by two things: advances in data aggregation and improvements in ad inventory. He notes that as the big brands move their marketing dollars online, ad networks will need a better way to demonstrate the campaign’s impact on the brand itself.
But what’s the best way to do that? Brand “lift” is a notoriously difficult thing to quantify. Jeremy points to Facebook’s partnership with Nielesen as an example of how online sales teams might go about tracking brand metrics.
Any other ideas out there? What other startups do you see innovating in this area?
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