The Business Of Data With Jon Lafayette: It's Hard to Make It Easy
Some things are hard, but we want to make them easy. Maybe artificial intelligence is the answer. We'll see if it can solve the riddle of cross-platform measurement. Or if it makes campaigns more efficient and effective. All I know is things that are easy are seldom excellent.
CIMM, WFA Take Crack At Cross-Media Measurement
‘Varying methodologies and regulatory constraints continue to create challenges for the industry,’ said CIMM’s John Watts
Cross-media measurement is hard. For every measurement company that announces that it’s cracked the code, there are media buyers and advertisers who say they still don’t know the reach and frequency for their multi-screen campaigns, let alone how effective they’ve been.
The problem is not just an American one. The Coalition for Innovative Media Measurement (CIMM) is teaming up with the World Federation of Advertisers (WFA) on a strategic review of cross-media measurement in Europe.
As in the U.S., a number of ways of tackling cross-platform measurement have presented themselves in Europe, but advertisers, broadcasters, platforms, agencies and vendors haven’t reached a consensus on what really works. [READ MORE]
Fullthrottle.ai Launches DSP to Accelerate Auto Campaigns
Automobile advertising has always been a big deal. The broadcast network TV upfront ad market was built around the rollout of the automakers' new models each fall. A lot of money has been spent on car commercials, with shiny vehicles racing along scenic roads or gliding through city traffic. Celebrities were often seen behind the wheel or heard pitching the car’s specs and new features.
But in today’s data-oriented marketing world, glossy TV commercials aren’t where the rubber meets the road. Automakers, not to mention dealers, need to target potential customers and measure how many of them visit showrooms and websites, take test drives and ultimately put a new car in their garage.
That’s where a company like fullthrottle.ai comes in. The ad-tech company is launching The Automotive DSP (demand side platform), which is designed to give marketers in all phases of the auto business and their agencies a simple way to access audience data, attribution analytics and premium inventory. [READ MORE]
Athletes Scoring Bigger Bucks for Appearing in Commercials: XR Report
If you think you’re seeing more athletes and other celebrities starring in television commercials, you’re right.
And those well-known figures are cashing in, according to a new report from XR, which handles the talent payments for commercial productions.
According to the XR 2025 State of Pay report, the spending on paid guarantees going to athletes, actors, musicians and other personalities for appearing in commercials was more than $1 billion in 2025. That’s up 47% since 2019. [READ MORE]
Web Video Company SeenThis Names Agency Vet John Osborn U.S. President
John Osborn was an adman, and then a media agency exec. Now he’s a tech guy.
Osborn was named U.S. president of SeenThis, a company that brings streaming video ads to the web.
As the internet turns into TV and TV turns into the internet, SeenThis helps advertisers and publishers deliver video on the open web that is high-quality, ecologically sustainable, and more measurable. [READ MORE]
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