When an Ad Impression Really Isn’t an Impression

Our CEO’s take on why the over-counting of false impressions is killing online advertising and what can be done to correct the problem.

Casale Media CEO responds to the IAB's Digital Measurement Principles

When the IAB issued its Five Digital Measurement Principles, I felt like it was reading my mind, or at least part of it anyway. The organization did not solicit our thoughts or recommendations — it worked with the 4As, the ANA and MediaLink for that. However, its first principle mirrors the issue I’ve been talking about for years with the IAB, comScore and many of our peer companies. The whole notion of “impressions” is broken and we need a better way to define and measure it…Read the whole story >

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