Abstract:

The authors recently analyzed ad campaign reach and frequency metrics derived from calibrated exposure frequency integration of DoubleClick ad serving data with Nielsen/NetRatings consumer panel data. The purpose of the analysis was to determine the efficacy of using frequency of exposure as one possible technique for linking data from disparate online measurement sources. This paper briefly outlines the accountability and data integration issues prevalent in our industry today and briefly discusses data limitation concerns which are having the greatest impact. It then highlights a number of results from the advertiser schedules analyzed and provides our commentary on the use of campaign post-buy experience as a tool for forecasting future online media buys.