Advertisers won’t get to correlate ad spending with actual business outcomes until they give intermediaries real-time sales data, says one major-agency ad exec.<\/p>\n
Asked if advertising measurements like CPMs should be replaced by client-oriented metrics like actual sales, DigitasLBi media activation head Adam Shlachter<\/a> agreed:\u00a0“What we should be focusing on is the outcomes we want to achieve.”<\/p>\n But the industry is not there yet, Shlachter says.\u00a0“If I can plan on that in real-time, that\u2019s great.\u00a0To date, that takes months, if not years. It\u2019s looking back in the rear-view mirror.<\/p>\n “I can\u2019t always get at sales data \u2026 they\u2019re not giving that to me in real-time, today at least \u2026 so I need proxies, I need to know that some engagement led to some lift in something else that led to sales.”<\/p>\n We spoke with him at the Beet.TV Video Ad Fraud Leadership Summit where he was panelist, interviewed by\u00a0Ashley J. Swartz, CEO of Furious Minds<\/a>.\u00a0You can find\u00a0videos from the event here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" Advertisers won’t get to correlate ad spending with actual business outcomes until they give intermediaries real-time sales data, says one major-agency ad exec. Asked if advertising measurements like CPMs should be replaced by client-oriented metrics like actual sales, DigitasLBi media activation head Adam Shlachter agreed:\u00a0“What we should be focusing on is the outcomes we want […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[4477],"tags":[5265,5291,2924,3424,3507,4083,4114,2782,4461],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/27452"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=27452"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/27452\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=27452"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=27452"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=27452"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}