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A Big-Picture Approach To Digital Advertising

August 10, 2018

It’s hard to imagine the CMO of a CPG company or retailer eagerly requesting information on proxy metrics like click-through rates or on-target percentage for their back-to-school ads. Rather, CMOs want to understand how their advertising efforts affect overall revenue and how to improve upon that same success again and again. But in the world of digital advertising, we spend a lot of time talking about proxies.

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