DIGITAL MARKETING NEEDS AND CHALLENGES Chad Hage September 2015 MEASURABLE BY DESIGN Copyright 2013 The Nielsen Company. Confidential and proprietary. 2 A COMMON DENOMINATOR Media and content consumption across a variety of devices. The World Wide Web is the common denominator. Copyright 2013 The Nielsen Company. Confidential and proprietary. 3 MEASUREMENT METHODS Active Measurement Actively involved in the measurement process Passive Measurement No active Involvement Hybrid Measurement A calibrated combination of Active and Passive Copyright 2013 The Nielsen Company. Confidential and proprietary. 4 THE CHALLENGES Programmatic Precision Targeting Non-Human Traffic Copyright 2013 The Nielsen Company. Confidential and proprietary. 5 TOMORROW IS FAST APPROACHING IoT/WoT Connected Car Connected Home 10 Billion Devices on the Web Copyright 2013 The Nielsen Company. Confidential and proprietary. 6 CLEAR NEED Measurable 3 rd Independent Party Reliable and Consistent by Design Copyright 2013 The Nielsen Company. Confidential and proprietary. 7 PROPOSAL Simplify the delivery of ads into content by extending the HTML spec to include document elements that make it simpler on clients such as browsers to detect, identify, acquire, and render an ad. Ensure that these specs address both human and legitimate non-human traffic. THANK YOU