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Research papers
The Future of Privacy-Centric Advertising Measurement
In this paper, we introduce a privacy-centric advertising measurement framework to demonstrate howmeasurement can help businesses grow in the era of privacy restrictions. The COVID-19 pandemic hascaused big changes in the global economy (the biggest...
Catalogue: Congress 2022: 75th Anniversary
Author: Minh Nguyen
Company: Google
September 23, 2022
Research papers
Future Focus: Inclusion and Diversity in Advertising
Over the past decade, diversity has become a focus across the business community not only because ofconsumer attention, but also because of a plethora of research that has shown diversity is a critical factor indriving growth and resilience. Recent...
Catalogue: Congress 2022: 75th Anniversary
Authors: Deepak Varma, Anna Wilgan, Matt Baldwin
Company: Kantar
September 23, 2022
Research papers
From accountability to incrementality
Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness -...
Catalogue: Insights Festival 2020
Author: Minh Nguyen
Company: Google
September 15, 2020
Research papers
Multi-methods cocktail
How do our brains experience Print, Digital, TV and Outdoor Advertising differently? In this talk, you'll discover the answer, based on a fusion of cutting edge technologies such as Eye Tracking, Virtual Reality and EEG neuroscience.
Catalogue: Fusion 2019
Author: Tom van Bommel
Company: Unravel Research
November 10, 2019
Research papers
From glass half full to glass overflowing
p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}Our journey to better understand the impact of advertising dollars on sales beyond the short run. Operating on a hunch, we ventured to harness the wealth of customer perception data...
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Robert Graves, Bernard Brenner, Akaash Nanda
Company: Microsoft
September 8, 2019
Research papers
Optimising ROI on social media
Up to 85% of brand generated social media posts are wasted. With digital advertising approaching 50% of all advertising expenditure, we need to go beyond clicks and likes as a measure of ROI on social media expenditure. Through machine learning, a...
Catalogue: Asia Pacific 2019
Author: Colin Ingram
Company: Kantar
May 22, 2019
Research papers
The impact of personalization at scale
This paper focuses on women's representation in advertising from a business measurement perspective and how it can impact advertising performance. Most importantly, it invites the industry to join efforts, creating solutions to make advertising more...
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Isabela Aggiunti, Caio Daier, Maria Julia Rayeb
Company: Facebook
March 27, 2018
Research papers
