MediaMind is a global provider of digital advertising solutions that optimize the use of media, creative and data for enhanced campaign performance. The company is the online division of American media giant, DG.
is a global provider of digital advertising solutions that optimize the use of media, creative and data for enhanced campaign performance.
Mediamind has developed a system allowing for greater precision in measuring the affectivity and exposure of online ad campaigns, by using an algorithm that bypasses the main problem with the world's existing measurement method.
According to the current method, campaign and banner exposure is measured by cookies saved on the surfers' computers. This allows for the identification of first-time and repeat viewers. This method becomes problematic when users erase the cookies from their computers and are then recounted in the next banner exposure, despite the fact that they are actually repeat visitors. Mediamind's Adjusted Unique System is able to analyze these cases and accordingly supply more exact statistics. .
The challenge was first and foremost in undoing the message relayed and simplifying it. The system is complex and the initial explanation on it is complicated, has numerous user scenarios and is confusing. It was necessary to explain the problem and the built-in error apparent in the existing measuring method. Afterwards, the distinction between the old and new Adjusted Unique measuring method had to be illustrated. We decided to utilize humoristic illustrations and demonstrate the differences between users who accumulate cookies over and over again and actually "inflate" the statistics in the old method and between users measured by the new system and remain more exact and proper.