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2 | April 2017 Wisconsin Law Journal

Publisher

David T. Sherman, [email protected]

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Dan Shaw, [email protected]

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2017 Reader Rankings is a special publication of the Wisconsin Law Journal. Copyright 2017 The Daily Reporter Publishing Co.Material published in Wisconsin Law Journal is compiled at sub-stantial expense and is for the sole and exclusive use of purchasers and subscribers. The material may not be photocopied, republished, resold, recorded, or used in any manner, in whole or in part, without the publisher’s explicit consent. Any infringement will be subject to legal redress. Registered with the Secretary of State of the State of Wisconsin.

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W e at The Wisconsin Law Journal are very excited to be launching our newest award series—Wisconsin Law Journal’s Reader Rankings.

Unlike our other awards, this honor is brought to the winners by their peers, clients, col-leagues and other law professionals based on the voters’ experience working with them and their reputation in the field.

Our editorial team did not pick the winners. You did. We sent the questionnaires to our print, digital and eBlast readers only. These are YOUR awards and reflect who YOU think are the BEST of the best.

Hundreds of you voted and this book brings you the top three that you picked in each cate-gory.

The Wisconsin Law Journal recognizes dozens of the top movers and shakers in Wisconsin’s law community each year. Those events include “Leaders in the Law”, “Women in the Law”, “Up & Coming Lawyers” and “Unsung Heroes”.

Each of those awards are picked by our editorial team, as well as a specially selected judging panel. But we wanted all of you to be the judges for these awards.

Please enjoy reviewing this year’s winners. We plan to do this each year, so please start plan-ning now for your favorite categories, nominees and winners for 2018. Again, these are your awards, and we look forward to hearing from you.

Sincerely,

David ShermanPresident & Publisher, Wisconsin Law Journal

Letter from Publisher

Wisconsin Law Journal April 2017 | 5

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By Jeanne C. Finegan, APR President and Chief Media Officer HF Media LLC

The digital environment presents tremendous opportunity to reach absent class members, and it has become enormously more complex to buy and to report correctly because digital notice programs need to account for numerous variables, including consumer distraction, cookie deletion, visibility, and now, ad fraud traffic. Practitioners need to be aware of these complexities as they can impact response rates, brand reputation and due process.

Best Practice Takeaways to Successfully Navigating Online ComplexityRequiring best practices from your notice provider, including greater transparency, greater accountability, greater accuracy and active online management, will help ensure that the parties know what they are paying for, that class members are properly notified and that notice programs are accurately and responsibly reported to the Courts.

Transparency Make sure your notice provider discloses which internet properties they are buying. Think about it: Would you accept a notice program that didn’t disclose or provide proof of publication for the magazine titles or television networks used? Don’t be fooled by “media speak” that only describes targeting as part of a programmatic online buy, but is silent on the most important step – measurement. The term programmatic refers to an online media buying approach that is automated via computer software. While this provides efficiencies, any credible media planner will tell you, targeting and programmatic buying tactics are only part of the equation. You need to measure what you are buying. Do not accept programs that are manually calculated. Demand third party measurement of reach validation, with citation, from comScore or Nielsen. Without this, your program has the potential to be greatly overstated.

Why should you care? It is imperative to know where your ads are running. The fact is that a programmatic media buying approach requires little human supervision. It’s easy for an administrator to buy impressions and walk away until the end of the program.

Best Practice – Look for a white list of vetted and approved networks or sites for your campaign and inquire about reasonable ad blocking for potentially toxic websites. An administrator’s report simply counting impressions served tells you nothing about the quality or adequacy of a program. Third party validation ensures accurate reports to the Court. Demand details.

Accountability and AccuracyAccurately measuring a notice campaign’s

1 Green, Michael, (Aug. 2013) “Time to Solve the Frequency Cap Mess,” http://digiday.com/agencies/ad-techs-frequency-cap-problem/.

performance in the digital environment requires multiple layers of analytics. First, it has to be appropriately targeted. Second, it must be delivered visible to a human in an appropriate environment. Finally, online ads must be evaluated based on how many people were reached. Tools such as comScore and Nielsen take into account elements that can artificially bloat reach, such as audience duplication across multiple sites, cookie deletion and use of multiple devices.

Why should you care?Notice providers who don’t employ third party validation are relying on their own numbers. If a program is challenged, there is no scientific basis to prove the notice program reach assumptions.

Best Practice Demand media measurement support for all assumptions. Without third party validation, a notice program can easily be overstated.

Active Online Notice ManagementDon’t turn a blind eye to bots. Ad fraud and bots are a reality of the digital environment. Monitor and adjust for non-human traffic. Active measures can be taken to mitigate and compensate for non-human traffic.

Why should you care? Because this non-human traffic silently steals your impressions and class members are deprived of an opportunity to see a notice.

Best Practice take away – Industry tools such as Double Verify, Integral Ad Science, and others to monitor fraud. But don’t think you are covered simply because the network says that they offer this service. This is why multiple layers of monitoring are required, and one of the critical reasons why you cannot expect 100 percent of impressions to deliver the promised audience on a severely frequency-capped (1x - 3x lifetime campaign cap) program.

Lifetime Campaign Frequency Caps Are A Really Bad Idea The networks are in charge of frequency

delivery ad media contracts with a given agency are typically based on impression delivery. Therefore, web publishers automatically give greater weight to impression delivery over frequency accuracy. If an online publisher fears that it will not be able to hit impression volume expectations set by agency, then the frequency cap will be lifted. Again, without active management, the notice providers will be blind to this tactic.

Why should you care? When impressions are dumped, bots can hijack a campaign. Under this scenario, some studies report up to one-quarter of the impressions could be bots1. Further, severe frequency caps do not give a human being an acceptable chance of taking action.

Best practice takeaway: Various research sources, including HF Media’s own research, show that the average frequency sweet spot to get a human to take action online is actually 5-to-7 times. Make sure that your notice program provides enough opportunity for class members to see digital ads.

ConclusionDigital media has created a new paradigm for notice. It is important for all parties and the courts to clearly understand the benefits, the challenges and pitfalls that are part of digital notice. Expect transparency, validation, and active management from your notice provider. Being armed with a better understanding of this complex environment will help save money and resources, reduce frustration and ensure class members actually have an opportunity to see a notice and be informed of their rights.

About the authorJeanne C. Finegan, APR is one of the nation’s leading legal notice experts and was the first to integrate new media and social media into court-approved legal notice programs. She is President and Chief Media Officer of HF Media LLC, a division of Heffler Claims Group LLC. She can be reached at [email protected].

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1. Laughlin Constable (formerly

Zeppos & Associates)

2. Zizzo Group

3. Mueller Communications

Best Recruiter

1. PointOne Recruiting Solutions

2. Wegner & Associates

3. AllianceStaff LLC

Best Retail Real Estate Firm

1. Commercial Property

Associates

2. CBRE

Best Software Product Company

1. Penta Technologies Inc.

2. MSI Data LLC

Best Staffing Agency

1. The Lion Group

2. Cielo

Best Translation Services

Company

1. STAT Transcription

2. CommunicationLink

Best Wealth Management

Provider

1. Spectrum Investment Advisors

2. Annex Wealth Management

3. Ellenbecker Investment Group

Best Web Designers

1. Foster Web Marketing

2. Starkmedia

3. Brew City Marketing

Best Work Event Venue

1. The Pfister

2. Best Place at the Historic Pabst

Brewery

3. Discovery World

Workplace Software You

Couldn’t Live Without

1. Time Matters

2. MS Office Suite

3. Outlook

General Categories

2€¦ · the 1998 & 2012 US Women’s Open (also #72 on Golf Digest’s Top 100) Join, meet & connect with other industry leaders. Access to many of the top movers/shakers in the

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