Interview: Anne Hunter, comScore

I asked Anne a few questions:

- How do online publishers and Ad platforms convey to brand marketers the true value of online advertising to get them to allocate more budget to digital?
- What data should we be showing advertisers and what is the challenge in showing it to them?
- What advice would you give to a publisher that is competing for online Ad dollars from brand marketers and the agencies that represent them (e.g. Sports Illustrated vs. ESPN)? How can they gain an edge in a bake-off?
- For campaigns gone wrong, how often is it actually a campaign gone right, but the wrong things measured, and therefore perceived as a failure?
- What is the current state of in-video advertising?
- You spent years @ Tacoda. When might behavioral advertising be more appropriate for a brand than contextual advertising and vice-versa?

Category:

News & Politics

Tags:

• comscore
• nielsen
• otx
• iab
• online
• advertising
• contextual
• behavioral
• targeting
• metrics