- November 28, 2014
Lessons Learned in Digital Advertising: From Direct Response to Branding
What’s past is prologue, and as digital advertising continues to grow in sophistication there’s a lot we can learn from its evolution. From click-through rates and cookie deletion to sales lift, in-target delivery, viewability and cross media measurement, Jacques Tchenio, VP Sales in France, has highlighted key learnings Comscore has uncovered in the past 10 years. These findings help shed light on the current state of the industry and guide us on a path toward more effective planning, stronger evaluation and overall improved results for media buyers and sellers.