Entries by Dakota Silver

Is There TV Fraud In Your Attribution? (2:03)

When it comes to TV attribution, one of the most important things to remember is that correlation does not imply causation.  Marketers get easily confused when two lines go in the same direction. GRP Measurement or GRP Fraud? GRP’s provide the same number whether sales go up or go down. GRP’s are simply an assumed […]

Should HH Addressable TV Kiss + Thank Zuck?

Facebook pioneered ‘Custom Audiences’…perhaps its finest asset. A brand uploads a list of customer email addresses, Facebook matches them to a Facebook user with a 20-35% match rate. The advertiser then targets that exact person with advertising in their Facebook or Instagram feed. But the best thing Facebook has done: is provide the advertiser the […]

Ad Fraud “SportBot” On NFL + ESPN Sites Rips $250MM

“SportBot” served 340 million fraudulent programmatic video ads triggered by visits to some of the most premium publisher websites and sports brands including NFL team domains, ESPN and CBS Sports. Unlike most bots which focus on no-name sites, the “SportBot,” discovered by Forensiq, focused on premium sports sites (most of which have not deployed the […]

Why TV’s Thor Ain’t Easy To Lift

MediaPost’s Wayne Friedman isolates hairy problems associated with TV’s recent initiative to discuss a new method of selling TV media that the Internet has engaged in for years: CPA (cost per action) nicknamed Thor. Namely, if a consumer saw a TV advertisement (linear, or streaming), and that consumer made a purchase within x number of […]

TV’s Thor Thorn + 70% Worthiness Stat

AT&T, Comcast, Charter, Cox and other TV execs are secretly gathering this week to discuss a new method of selling TV media that the Internet has engaged in for years: CPA (cost per action). Specifically: if a consumer saw a TV advertisement (linear, or streaming), and that consumer made a purchase within x number of […]