Ad Measurement

Can Cause Marketing Be Measured? What the “Love Has No Labels” Campaign Reveals about Advocacy in Advertising

Advertising can drive sales, persuade customers to try new products, and strengthen brand loyalty. But when we shift from consumer marketing to cause marketing, does that same impact carry over? We’ve all seen our fair share of PSAs (think: Smokey the Bear, “This Is Your Brain On Drugs”), but do those campaigns truly move the …

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How Upwave’s Privacy Moves Actually Boost Measurement Accuracy

There are two ways for advertisers and their tech partners to respond to the growth of privacy safeguards such as Chrome’s planned deprecation of 3rd-party cookie support and Apple’s planned changes to IDFA. On the one hand, advertising platforms can resist the arrival of privacy safeguards by using workarounds that are ultimately short-lived. When adtech …

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The Past and Future of Ride-Sharing w/ Melissa Waters, VP of Marketing at Lyft

Brand Knew is a new bi-monthly podcast featuring interviews with marketing leaders of major national brands. Hosted by Austin Moorhead, the podcast will dive into how consumers are changing and what brand leaders are doing about it. Upwave is proud to be the initial sponsor – check out their second episode below and be sure …

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How to Interpret (and Act on) Brand Campaign Targeting Verification Results

As we explored in a previous post, Targeting Verification opens the black box of programmatic TV, enabling brands and agencies to finally answer the question: “Are we hitting the target?” Using real attitudinal data and transparent statistics, the Upwave Targeting Verification dashboard enables marketers to confirm whether they are reaching their target audience when running …

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Why Is Digital Advertising Socially Important?

Upwave Director of Engineering George London is participating in important collaborations within the World Wide Web Consortium (W3C) Web Advertising Business Group with the aim of protecting consumer privacy in browser-based advertising. In addition to his technical insights, George contributed the following noteworthy section to a paper the group is drafting. The section is titled …

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Trends in Ad Measurement: Panel & Happy Hour – NYC 9/18/18

Join the NYC ad measurement community for a discussion addressing the challenges and opportunities with the current state of the ad industry on Tuesday, September 18th. Don’t miss an evening of networking and a panel of experts sharing their insights complemented by food, drinks, and conversation. Come prepared to learn about and discuss industry hot …

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Inaccurate Segments May Be Costing Advertisers Billions

Our CEO Chris Kelly was featured as a guest writer on AdExchanger’s “Data-Driven Thinking” column, calling for more Segment Validation in Programmatic Advertising. Read the full piece below: Inaccurate Segments May Be Costing Advertisers Billions We’ve all read the doom-and-gloom news about programmatic problems, from YouTube’s brand safety issues to brand advertisers culling their spending …

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Why OTS-Based Exposure is Problematic in Brand Effectiveness Measurement

Do you remember what days you wore green last week? What about the roads you drove yesterday? You might have a general idea (“I think I wore my new sweater Wednesday”) or perhaps the options blur together (“I pick the kids up on Academy St. but what errands did I run…”). You may be surprised …

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Campaign Measurement: Perceptions vs. Reality

Upwave’s VP of Product, Ken Archer recently presented during the webinar, “Attribution and Measurement,” hosted by Prohaska Consulting. During his talk, Ken outlined Upwave’s framework of measurement types for media campaigns and dispelled some of the misconceptions surrounding measurement.   A market map of measurement When it comes to helping clients understand measurement options for …

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