Attribution Is Changing The Currency Of Media: Adap.tv’s Ackerman

Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result.

AOL recently acquired two companies in the “attribution” space which will enable this development – Santa Monica-based Convertro and Seattle-based Precision Demand.

“It’s changing the currency of many different mediums, moving away from just reach and frequency or audience composition toward the value of,” AOL-owned Adap.tv’s programmatic TV SVP Dan Ackerman tells Beet.TV in this video interview… “media based on its impact on sale, engagement or responsiveness..”

This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.

By Robert Andrews on October 16, 2014October 16, 2014 @robertandrews

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Attribution Is Changing The Currency Of Media: Adap.tv’s Ackerman

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