4A's Transformation 2014 - March 18 - Richard Gangon
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Transcript of 4A's Transformation 2014 - March 18 - Richard Gangon
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A $170B+ Industry Still trying to define an online GRP
And now trying to understand if our messages are reaching humans
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A TALE OF TWO HIGHWAYS
THE BIG DATA
AUTOBAHN
NEURO SCIENCES
PROGRAMMATIC
NATIVE MESSAGING
FACIAL RECOGNITION
ANTICIPATORY TARGETING
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A TALE OF TWO HIGHWAYS
THE BIG DATA
AUTOBAHN
THE SLOW LANE
INTO FORT LEE
NEURO SCIENCES
PROGRAMMATIC
NATIVE MESSAGING
FACIAL RECOGNITION
ANTICIPATORY TARGETING
TRANSPARENCY ISSUES
COMPLEXITY ISSUES
PRIVACY CHALLENGES
LACK OF STANDARDS
CLICK FRAUD
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ANXIETY CONTINUUM LOW LEVELS
OF ANXIETY
The pudding wine
glasses haven’t been
washed in time for
dinner
> THAN
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ANXIETY CONTINUUM LOW LEVELS
OF ANXIETY
MAXIMUM LEVELS OF
ANXIETY
The pudding wine
glasses haven’t been
washed in time for
dinner
My husband is a meth
dealer, laundering millions
of dollars and involved in
the deaths of 200 people
< THAN
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EVANGELIZE THE BEST AND NEXT PRACTICES
IDENTIFY THE RIGHT CURRENCIES FOR THE FUTURE
CROSS-MEDIA MEASUREMENT
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3MS ONLINE STANDARDS
CIMM – CROSS MEDIA COALITION
INNOVATION ACROSS CLIENTS,
AGENCIES, PUBLISHERS,
RESEARCHERS…
MANY ACHIEVEMENTS TO CELEBRATE
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Bob Liodice ANA
WHERE ARE WE RIGHT NOW?
Manish Bhatia ComScore
Steve Hasker Nielsen
Michael O’Connor AOL
Sara Bamber FCB Garfinkel
Kris Magel Initiative
Torrence Boone Google
Dan Lovinger NBCUniversal
Amanda Richman Starcom
Jeff Lucas Viacom
Geri Wang ABC
George Ivie MRC
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DRIVING CHANGE TOGETHER • PUSH FOR THE RIGHT STANDARDS
• EXPOSE LACK OF EXPOSURE, FIX THE
FRAUD
• STAY AHEAD OF MEASURING YOUNGER AND MORE MULTI-TASKING AUDIENCES
• CELEBRATE THE BEST NEXT PRACTICES
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Courtesy of Anne Taintor