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Charles Frith

A thought provoking post covering a lot of ground. Alas using a mobile to comment is restrictive but briefly, I find too many unanswered questions in the digital metrics business. For example I'm interested to know more about depth of immersion/content engagement contexts before purchase.

Maybe its poorly thought through but an ad free internet that only serves up a selling message when sufficient criteria have been met strikes me as a model that respects rather than visually spams till hitting jackpot.

I was about to go on but a proper keyboard is a kinder tool to ramble a bit.

Charles Frith

A thought provoking post covering a lot of ground. Alas using a mobile to comment is restrictive but briefly, I find too many unanswered questions in the digital metrics business. For example I'm interested to know more about depth of immersion/content engagement contexts before purchase.

Maybe its poorly thought through but an ad free internet that only serves up a selling message when sufficient criteria have been met strikes me as a model that respects rather than visually spams till hitting jackpot.

I was about to go on but a proper keyboard is a kinder tool to ramble a bit.

James Cherkoff

Thanks for making the mobile effort Charles! ISTM that the web's promise of 'total data' took along time coming but then arrived like a tsunami and blew everything away. Now we are looking through the tatters and trying to work out what goes with what. That stage is going to take a while and only the organisations with mega-platforms will have sufficient juice. Step forward MS, Google and indeed (still) Yahoo. An ad-free network is a very interesting concept...

Simon

"That stage is going to take a while and only the organisations with mega-platforms will have sufficient juice"

I definitely agree. A back of a fag packet calculation working out the amount of data produced via behavioural tracking astounded me! Not only will the winner have a large network, but they will also need a large cloud/farm

James Cherkoff

Hey Simon, I'd be interested in seeing that fag packet...

Simon

If you make
- an assumption on the number of interactions per impression (ads witnessed/information read/clickthroughs etc)
- and combined that with the metadata involved on each site (depending on what you wanted to measure - time of day, category etc)
- for a top site (say Comscore top 500)

You would be looking at gigabytes per day. If you took a single 4 week ad campaign, you would still need to hold every single piece of data in order to pull out the campaign. That is a lot of data to store and parse!

James Cherkoff

Thanks Simon, that's really interesting and I suppose points to some new mega-architecture for ad serving - probably considerably more powerful than what we have now. Thus the Google + DoubleClick and MS + Atlas tie-ups I suppose.

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