Digital Advertising's Perverse Incentives

This article explains how selecting the wrong metrics in digital advertising can lead to 'perverse incentives.' To succeed, marketers need to know the metrics that matter.

The author(s)

  • Peter Minnium Ipsos Connect, US
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It is imperative for success in digital advertising to start off from the right place — with a clear focus on the metrics that matter.

The author(s)

  • Peter Minnium Ipsos Connect, US

Media & Brand Communication