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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
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Citation

Nguyen, M. (2022a, September 23). The Future of Privacy-Centric Advertising Measurement. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-future-of-privacy-centric-advertising-measurement


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
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Citation

Nguyen, M. (2020a, September 15). From accountability to incrementality. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/from-accountability-to-incrementality-11580


Videos

New ways of measuring success

For the first time in the history of the Spanish TV ecosystem, it is possible to measure and understand the holistic viewing behaviour of a TV Show across all platforms with the use of audio matching technology.

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Ignacio Gómez, Ignacio de la Iglesia, Pablo Pérez, Ricardo Torres
Companies: The Cocktail Analysis, Google, Netquest, RTVE (Corporación de Radio y Televisión Española)
September 8, 2019
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Citation

Gómez, de la Iglesia, Pérez and Torres (2019a, September 08). New ways of measuring success. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/new-ways-of-measuring-success-10696