4A's Transformation 2014 - March 18 - Richard Gangon

A $170B+ Industry Still trying to define an online GRP

And now trying to understand if our messages are reaching humans

A TALE OF TWO HIGHWAYS

THE BIG DATA

AUTOBAHN

NEURO SCIENCES

PROGRAMMATIC

NATIVE MESSAGING

FACIAL RECOGNITION

ANTICIPATORY TARGETING

A TALE OF TWO HIGHWAYS

THE BIG DATA

AUTOBAHN

THE SLOW LANE

INTO FORT LEE

NEURO SCIENCES

PROGRAMMATIC

NATIVE MESSAGING

FACIAL RECOGNITION

ANTICIPATORY TARGETING

TRANSPARENCY ISSUES

COMPLEXITY ISSUES

PRIVACY CHALLENGES

LACK OF STANDARDS

CLICK FRAUD

ANXIETY CONTINUUM LOW LEVELS

OF ANXIETY

The pudding wine

glasses haven’t been

washed in time for

dinner

> THAN

ANXIETY CONTINUUM LOW LEVELS

OF ANXIETY

MAXIMUM LEVELS OF

ANXIETY

The pudding wine

glasses haven’t been

washed in time for

dinner

My husband is a meth

dealer, laundering millions

of dollars and involved in

the deaths of 200 people

< THAN

EVANGELIZE THE BEST AND NEXT PRACTICES

IDENTIFY THE RIGHT CURRENCIES FOR THE FUTURE

CROSS-MEDIA MEASUREMENT

3MS ONLINE STANDARDS

CIMM – CROSS MEDIA COALITION

INNOVATION ACROSS CLIENTS,

AGENCIES, PUBLISHERS,

RESEARCHERS…

MANY ACHIEVEMENTS TO CELEBRATE

Bob Liodice ANA

WHERE ARE WE RIGHT NOW?

Manish Bhatia ComScore

Steve Hasker Nielsen

Michael O’Connor AOL

Sara Bamber FCB Garfinkel

Kris Magel Initiative

Torrence Boone Google

Dan Lovinger NBCUniversal

Amanda Richman Starcom

Jeff Lucas Viacom

Geri Wang ABC

George Ivie MRC

DRIVING CHANGE TOGETHER • PUSH FOR THE RIGHT STANDARDS

• EXPOSE LACK OF EXPOSURE, FIX THE

FRAUD

• STAY AHEAD OF MEASURING YOUNGER AND MORE MULTI-TASKING AUDIENCES

• CELEBRATE THE BEST NEXT PRACTICES

Courtesy of Anne Taintor