Marketers are searching for better measurement of digital advertising. A majority of marketers say they are using conventional offline metrics but adding a digital twist, according to Digiday. But some publishers such as YouTube are pushing more complicated "viewthrough" metrics that incorporate how many viewers actually view the content for a specified length of time. In the first quarter of 2011, cost-per-impression metrics dominated how agencies measured online video viewing, according to BrightRoll, with cost-per-engagement and cost-per-video view following close behind.

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