This post is like a sermon or more like a soapbox, we have always wanted to get up on that little wooden box and have at least one or two people listen and shake their heads in agreement. We hope this is the day. We have been listening to a lot of our clients talk

The push to develop online advertising effectiveness metrics beyond counting clicks is admirable. Necessary actually.  View-through tracking, Dwell, and the aforementioned mutant offspring of GRPs are examples. And they all efforts to make measuring online more like measuring TV. (And, we suspect, a gambit to make digital pricing more like TV pricing as well). But

The click is not just the wrong measure for branding. It’s the wrong measure for performance as well. In a great piece about the inadequacy of the click as a metric, Gregory Dale, COO of comScore details how click counting is the wrong way to measure the success of an awareness campaign: “Don’t use clicks

Deloitte’s Mark Casey spoke at the fourth annual Global Trends on Consumer Media Preferences and Behaviours saying online advertising doesn’t work according to an article in BusinessDay. In his presentation, Mark gets to the heart of the problem but misses the point. “Until now, companies have focused a lot of resources on online advertising —

In anticipation of Ad:Tech NYC in November, Adweek asks why online advertising still apparently sucks. For branding anyway. If online does, in fact, suck for branding, then the blame lies squarely with the advertising industry itself. And the reason is simple. The advertising industry, historically, exists to service the three legacy pillars: TV, print, radio.

Dig this chart of the online advertising landscape: Now check out this Pentagon slide: “Integrated Acquisitions Technology and Logistics Life Cycle Management” When a chart of Pentagon-level complexity is needed to describe the display advertising landscape, someone needs to stop and say “huh-what?” The enlightening chart, prepared by LUMA Partners, begs the question: Are we

In 49 BC, a warlord’s crossing of a small stream in northern Italy became one of history’s most pivotal events. From this audacious act, Caesar traversing the Rubicon, sprang the Roman Empire and the genesis of modern European culture. Frank Addante, CEO of the Rubicon Project, apptly named his company after this epic event. Just

This week, for the sixth year, the online marketing and advertising community gathered at the Kensington Olympia conference center in London. GlibHippo was representin’ with our CEO, Ari and business development director, Maik. We showed up late and left early. Why? First, the event was dominated by SEO/SEM companies, each exhibiting their flavor of yesterday’s

In the beginning there were page impressions. The web was understood as a better version of television. How many times was the ad shown and to how many people? “We can track that in a way we can’t with TV. Fantastic!” From that, CPC evolved…”Whoa. Hey. We can measure how many people interact with our