Tuesday July 16, 2019

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Clean Slate Conference Discusses Metrics Gap Between Media Co.’s and Buyers

Image representing iPad as depicted in CrunchBase

Image via CrunchBase

At yesterday’s Clean Slate conference in NY, emedia vitals’ Ellie Behling found that the prevalent topic discussed was that print publishers and media buyers aren’t always on the same page about tablet advertising metrics. Glenn Hansen, president and CEO of BPA Worldwide, said at the conference, “If you talk to the media owner, they want to live in the traditional space of subscriptions and copies and add up as much as they can. If you talk to the buy side, more of the buying is being done by the digital side of the house. … They want to know what actions have been taken and what content has been shared.”

Overall, it seemed that “the industry is in a transitional phase for media auditing,”  though Behling found
some media companies are already using evolved tablet metrics, particularly News Corp.’s tablet only publication The Daily. According to The Daily’s Christine Cook, senior vice president of sales and operations, they can tell advertisers about metrics such as “how much time a user spent holding the iPad vertically or horizontally.”