Measurement & verification

Buying an ad is easy; knowing what it achieved is hard. This track explains viewability, brand safety and suitability, attribution, incrementality and marketing mix modelling, and the newer attention metrics, so you can tell a real result from a flattering report.

intermediate · 5 lessons · 37 minutes

1. 01

   Viewability: was the ad even on screen?

   An ad can be served and never seen. Learn the MRC viewability standard, how it is measured, and why a viewable ad is not the same as a human view.

   7 min
2. 02

   Brand safety and brand suitability

   Brand safety keeps ads away from harmful content; suitability matches ads to content that fits each brand. Learn how both work, and how blocking can backfire.

   7 min
3. 03

   Attribution models: who gets the credit?

   Attribution decides which ad gets credit for a sale. Learn last-click, multi-touch and view-through models, their blind spots, and how fraud exploits them.

   8 min
4. 04

   Incrementality and marketing mix modelling

   Did the ad cause the sale, or would it have happened anyway? Learn lift studies, holdout groups, geo tests and marketing mix modelling, and when to use each.

   8 min
5. 05

   Attention and the new metrics

   Viewability says an ad could be seen; attention metrics estimate whether it was. Learn how attention is measured, new CTV currencies, and how to judge them.

   7 min

Test yourself: Measurement & verification quiz