Transparency is a hot topic once again—and with good reason. Procter & Gamble’s Chief Brand Officer Marc Pritchard skillfully reignited the discussions in January of this year when he issued his rallying cry for greater industry transparency and accountability. This sentiment was reinforced at the recent Nielsen-sponsored ISBA Annual Lunch, when the ISBA Director General, Phil Smith, spoke on behalf of British advertisers in his call for action.
在尼尔森，我们注意到自今年年初以来，整个数字广告行业的观点发生了阶跃式变化，市场渴望不断发展。我们已经采取措施为行业提供透明的衡量标准，因此我们自然而然地成为此次活动的赞助商。尼尔森英国董事总经理兼国际观察负责人泰莉-布伦南（Terrie Brennan）上台分享了我们所做的一些工作，以及我们对行业发展方向的展望。
首先是到达率，然后是可视性
Digital advertising is plagued with ads that are “below the fold,” adjacent to inappropriate content or fail to load, and the result is that much of the dialogue today is around viewability as a core metric. But, there is a difference between viewability and audience measurement. Many metrics provide counts of devices, not people. To measure the audience, we need first to measure reach, then viewability; there is a big difference between having your ad seen by the same consumer 30 times, versus having your ad seen by 30 different consumers. Measuring and attributing the impact of total exposure—deduplicating exposures across platforms such as television and digital—is key to an advertiser’s end goal, which is usually increased sales.
认证不等于独立
广告与不恰当内容同时出现的问题，为许多品牌提供了一个非常真实的例子，说明了我们目前的现状所带来的影响。今年，大品牌带头要求数字出版商承担更多责任，并采取保障措施确保独立验证和最低可视性标准。
In response, the media has heeded the call to adopt MRC-accredited third-party verification. The MRC audit process is designed specifically to enhance transparency of a metric’s methodology, to verify that a metric is what it purports to be. The problem remains, however. Even with this accreditation, these metrics are neither published by an independent measurement provider, nor are they comparable to other publishers’ metrics—and it does nothing to absolve publishers from marking their own homework. So while we are supportive of the MRC process as an important element in the journey for greater transparency, there is a risk that MRC accreditation simply provides comfort to marketers who’ll make spend-allocation decisions based on self-generated metrics from walled gardens.
标准化指标
For the industry to be truly transparent, we need standardized metrics across all forms of media—both traditional and digital—in an apples-to-apples comparison. And these metrics must be verified and published by independent measurement providers for complete transparency and accountability. Media buyers and sellers must be able to compare media platforms with verifiable measurement that spans all forms of media, so that as an industry we can we build out currencies that can be trusted and ultimately traded upon. The good news is that the capabilities to achieve this already exist today.
如今，我们可以通过独立、可比的指标来衡量所有媒体和所有平台上的所有受众。我们已经与包括美国在内的国家以及澳大利亚和德国的联合行业委员会合作，通过将广告与内容分开衡量；衡量包括谷歌、YouTube 和 Netflix 在内的所有内容；以及提供独立且可比较的指标，来实现这一目标。没有放之四海而皆准的方法，我们部署的每个解决方案都是专门为满足该国的需求而设计的。
现在是重新评估所有平台受众测量的传统观点的时候了，我们将支持英国以及全球许多其他市场的受众实现这一目标。
