Search results for: inside adtech

Dealing with discrepancies or how I learned to stop worrying and love TCP

As online advertising has grown from an experiment on a marketer’s checklist to a critical tool in the proverbial toolbox, so has the demand for actionable metrics of performance. At first, measuring engagement was straightforward. A site serves a user an ad (delivered by an unbiased third-party, the ad server), and a user clicks on that ad to go to whatever page the marketer desired. Ad servers then collect the number of clicks and impressions, which serves two primary purposes. The first is that marketers use these numbers to draw insights into how their campaigns are performing. The second is […]