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ComScore + AdXpose is the Most Important Deal in Online Advertising in Years

The online advertising industry has reached an inflection point. No better is this critical moment in digital advertising portrayed than in the acquisition of AdXpose by comScore for $22 million.

CMOs are feeling increasingly comfortable diverting or devoting larger percentages of their budgets online, convinced that the benefits of online advertising are as revolutionary as promised. Brands spend tens of billions of dollars online, and they expect results.

How campaign performance is measured varies by brand or agency; some seek simple impressions, others seek clicks and conversions. One of the key selling points of online advertising is the ability to measure campaign performance against objectives in real-time. Tracking technologies record every visit and every impression, but the validity of these measurements have recently come into question. A major concern is falsely inflated impression counts, artificially inflating CPM prices for media buyers. Impressions are traditionally counted in tandem with page visits, which has proven to be a deeply flawed system of measurement.

AdXpose is changing everything.

Led by CEO Kirby Winfield, AdXpose verifies impressions by telling advertisers where their ad was placed on the page and, if below the fold, whether or not a visitor scrolled down to see the ad.

“If you’re counting every impression as viewable when only 50% are viewable, then every metric that you’re using to value your media is inefficient and inaccurate,” Winfield said. “You’re pulling in a bunch of impressions that have no chance to be viewed.”

Adxpose Logo

The company also identifies the content the ad was placed next to, an important tool for CMOs demanding their ads be served beside “brand safe” content. Winfield argues the consolidation of advertising measurement data is vital if digital wants to slice into the holy grail of ad dollars, television.

“You have to go to one vendor to get viewabililty data. Another for survey data. A vendor to get audience verification. Another to get conversation data,” Winfield said. “You’re taking a buying process that is already 4-5x more difficult than buying TV and making it 4-5x more difficult to get metrics.”

comScore CEO Magid Abraham believes a pricing revolution is underway.

“Prices are going to adjust. All of the junk inventory is going to be significantly slashed,” Abraham said. “If you’re charging $.25/CPM but only 20% are visible, then the unit price is actually $1.25. We will move from a medium from where there is no scarcity to an industry where there is scarcity.”

comScore and AdXpose serve as a powerful duo at a critical juncture. As TechCrunch’s Erick Schonfeld astutely notes, “it’s not about clicks and conversions, it’s about attention.” Innovation in online advertising is at an all-time high; it’s no longer simply text and banner ads. Rich media, branded content and social solutions are transforming the industry with the aid of real-time exchanges.

Ferociously accurate data is the catalyst that can launch online advertising to the forefront of brand spending in the digital era. CMOs are demanding stronger performance, media buyers are getting smarter, auditors are more closely scrutinizing campaign performance, and this industry evolution is good for everyone. Brands get accurate, verified audience data, and publishers are able to charge premium CPMs through guaranteed, validated ad presentation.

The revolution has begun, and AdXpose is poised to create a shakeup with financial implications that will dwarf its $22 million price tag.

3 Ways to Guarantee You Will Underperform In Your Career

Employee underperformance wreaks havoc on company profits and devastates job satisfaction. It’s a destructive phenomenon that is largely unavoidable. While LCB prefers to provide actionable “DO” lists, it is important to outline the preventable “DON’T” behaviors that some individuals may not be able to identify in themselves.

You’ve seen it before. A colleague of yours is intelligent, creative,  and capable; perhaps more so than his peers. Yet, in spite of his potential, he is stuck in a mid-level position and is dissatisfied with his job and career. So often, this state of career limbo carries on for years. Before he knows it, he’s looking at retirement with very few accomplishments of any significance and a laundry list of unattained and unrealized goals.This scenario is all too common, and can lead to an infectious negative attitude that spreads throughout the workplace.

Demotivated Employee

Image Credit: Strategic Consulting

Let’s explore three distinct, dangerous behaviors and attitudes that will result in underperformance, dissatisfaction, and thus, decreased organization performance.

1) Refuse Input and Advice from Peers

Regardless of your intellect and prestige of your degree on the wall, you don’t know everything. If you believe that accepting assistance from your colleagues, employees, and bosses is a sign of weakness and will show that you don’t belong in your position, you are making a very costly mistake. Your peers can provide a wealth of information from a lifetime of experiences, and rejecting this advice and input could deprive you of important information that you simply weren’t aware of. To top it off, you will come off as rude, insecure, and not a team player. You recognize and note the negative behavior of your peers, and your colleagues are no different. Don’t be surprised if this comes up during performance reviews for a promotion.

2) Assume Maintaining the Accepted Status Quo Will Yield Deserved Promotions

A significant portion of the workforce shares the mistaken belief that simply showing up to work and fulfilling your stated duties will earn you promotions and pay raises. While certain industries have incentive systems that reward seniority, a greater number of companies and industries are moving towards performance-based systems that reward innovation, creativity, and appropriate risk-taking. If you fail to adhere to the changing systems and expectations, you run the risk of being lapped by your colleagues and passed over for promotions by your superiors. LCB touched on this in an earlier post.

3) Reject Advice from Proven and Successful Leaders

Visionaries and successful leaders like Seth Godin, Guy Kawasaki, and Tony Robbins have seen it, lived it, and now look to share their success with you. Their goal is to empower you to be the greatest version of you that’s possible, and to allow you to take the steps in your life that can transform you into a successful, happy, and accomplished individual. Self-help “gurus” are a dime-a-dozen and often offer nothing more than what they read and heard from others. But true visionaries like those mentioned above can catapult you to the next stage of life and your career, allowing you to realize your true potential. If you reject their educated, experienced, and proven advice as common self-help trash, you are abandoning an opportunity to develop your professional and personal skills. Set your ego aside and learn from those who have proven they have the knowledge and abilities to succeed.

Seth Godin

Image: www.SethGodin.com

Too often individuals navigate their careers and allow professional goals and personal dreams to fall by the wayside as they fail to meet the expectations they set for themselves. Demotivation, a critical organizational behavior concept, has devastating effects on employee productivity and thus, company performance. This trap is often self-inflicted, and you can avoid falling into the cycle by stopping yourself when you notice you may be exhibiting the three aforementioned behaviors and attitudes.

What behaviors and attitudes have you seen derail the careers of your colleagues and peers? Did they correct their course? Tell your story with a comment below!