Marketers demand better metrics

12/22/2011 | MediaPost Communications

Despite their increased interest in online ad spending, just 18% of agencies said they can align their primary marketing objective against measurable return on investment, per a Vizu study. Just over one-third of brands and their agencies reported being "drowned" in data and were seeking better, less confusing metrics. Brands and agencies are demanding more proof of niche-targeted ad effectiveness from media sellers, more often in the form of third-party verification.

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