So, something interesting is to hear that" cookies don't equal real users" many times. This honestly is not new but I believe is quite more accurate than any other media, we can't expect Internet to be a perfect media but it's relevant since:
" Users are measurable not predictable" Another issue is, what about display quality for our banners regarding: a) appropiate sitesb) Impressions way in the bottom of sites
c) Overexposed advertising to users who delete cookies frecuently All of this has a great potencial of optimization, so my question is: " How to prevent this situations ? " So Comscore through AdExpose provides just one tag that does it all: * check real display
* real BT criteria
* check real Reach and Frecuency Now, adserver such as Double Click, Atlas or E-planning can do this already ? Well, It seems that they can but with alot of work and managing many variables that can have error margins. Something interesting is that @comscore mention GRP ( Gross Rating Points) online which I suppose means the % of reach of the target universe of users. So I believe is this provides advertisers certancy to invest more online, I believe we need to support this iniciative. On the other hand, AdXpose offers a platform that can show a report of heat map to undestand the relevance of specific creatives. I love all this metrics, I just worry that this tools can become in the mid-shot term technological excuses to invest very few investment. #2study
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