Jon Gibs
The internet is in an increasingly funny place. We’ve developed a media that allows an extraordinary amount of targeting and advertising measurement structures previously unheard of in other media. We track impressions, ad engagement, clicks, view-throughs, conversions, post-buy demographics, time per ad, branding effect and offline ROI. We can measure, and even plan by, just about any construct an advertiser would like.
The funny part is we can’t seem to get our head around GRPs. This is something I’ve written about in some length in the past …