The Impact of First-Touch vs. Last-Touch Attribution on Lead Insights

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In the United States, where targeted advertising on television was launched in January 2020 , Nielsen is now beginning to measure the first audiences . Nielsen clients will have access to measurements including reach, frequency and duplicate analysis to measure the impact of an individual advertising campaign, including on digital media. Nielsen expects to be fully operational in the first half of 2021.

In Europe, major broadcasting groups such as Mediaset gambling data morocco and RTL in Germany and Italy are deploying addressable advertising offers based on the HbbTV (Hybrid Broadcast Broadband TV) standard, a format that is experiencing its "renaissance" thanks to AI. In France, segmented television will be broadcast mainly through IPTV (television via boxes), the leading mode of television reception in France. The challenge for Médiamétrie here is to compare box data with the individual behavior of the viewer, all within " a consolidated, neutral and independent measurement ecosystem ".

Innovate “inside the box”

In his book Subprime Attention Crisis, author Tim Hwang predicts a crisis for digital advertising—the beating heart of the free Internet—like the subprime crisis of 2008.