Anthony Iacovone
1.The advertising industry has been under the lens for needing better transparency and accuracy in its measurement. What makes it so challenging to achieve/do this?
Historically, and up until recent years, advertising was planned, sold and measured in silos. As such, the underlying processes and supporting technology in each channel, if any, was built for providing measurement (in most cases superficial at best) specific to that channel. Fast forward, as the industry has evolved to understand the need to measure marketing efforts in an omni-channel world, the legacy systems in place have made it difficult. The problem is amplified by the fact that each channel provides different identifiers available to track from one to the other (e.g. device ID’s for in-app advertising and cookies online). Bridging technology is needed in order to stitch together these desperate environments.
2. What is unified measurement? Why does this matter to the industry? How does it work? How does it provide better transparently and accountability?
Unified measurement involves thestitching together results fromall marketing spend across all channels and environments (online and offline) within in one platform and utilizing a consistent methodology in order to understand the true ROI on one’s marketing efforts as a whole. By looking at results in a unified manner you are able to understand a number of things including, which channels drive the best results, what is the most common path to purchase to be able to create the most effective cadence when launching media, what is the optimal reach and frequency and is your media being spent efficiently etc. It provides better transparency and accountability because it removes the inaccuracies that exist when looking at results in silos. All channels have impact on one another and you can easily over attribute credit to one and under attribute credit to another or overall miss engagement and conversion data if not utilizing a unified measurement platform.
3. Why should CMOs (and agencies as well) care? What are some of the newer metrics that brands and agencies are using?
Put simply, without unified measurement CMO’s and marketers in general, are being asked to work with blinders on. Unified measurement removes most of the blind spots and surfaces complete and accurate data that marketers can use to be more effective and efficient with their marketing tactics and related budgets.
4. What does the industry need to do better on the whole? Likewise, anywhere the industry has moved the needle in the right direction?
Overall our industry, including brands, agencies and media providers needs to begin to remove silos that exist in how we buy, measure and provide credit to media channels. In so many cases brand teams responsible for different channels (i.e. Direct Mail vs Search) are competing for attribution credit. The same occurs at the agency level. Without some unification and alignment of goals our industry will continue to waste billions in ad spend.
5. Barometric just announced its spinoff from parent company AdTheorent – where to next?
We are excited to focus on our next stage of growth and capitalize on the opportunities that lie ahead for the business.As a result of the spinoff, we will be increasing the dedicated investment in the overall business, including personnel, platform enhancements and marketing.
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About Co-Founder and CEO - Anthony Iacovone
Seasoned business leader and serial entrepreneur Anthony Iacovone has been at the forefront of the advertising technology and marketing industries for the past 15 years. Anthony is currently the Co-Founder and CEO of Barometric, which originally was developed as an internal tool for AdTheorent’s data-driven digital ad network, but earlier this month spun off as a separate company.
In 2013 Anthony co-founded BioSymetrics, a biomedical AI company. Prior to that in 2011he co-founded advertising technology company, AdTheorent. One of his earlier forays into business was Augme Mobile, which he founded in 2008 to provide strategic services and mobile technology for consumer and healthcare brands.
Beyond his own ventures Anthonyis active in the broader industry, serving as an investor and on the advisory boards of BrandVerge, EVZDRP, Mobiquity Networks, Commerce Signals, EVZDRP, Wylei, Prospect Dugout, Targagenix, PainQX and the Accelerate NY Biotech Seed Fund,where he provides expert counsel on business and advertising technology industry issues. Anthony is also the majority owner of the New Britain Bees minor league baseball club of the Atlantic League and founder of the Beautiful Lives Project, a 501 c 3 charity helping to bring sports and leisure accessibility to disabled individuals in the US.
Barometric® is the most advanced cross-environment media tracking and measurement solution in market. Originally developed as an internal tool for AdTheorent’s data-driven digital ad network, Barometric currently processes 3-4 billion ad calls per day. Since 2011, Barometric’s technology has served, tracked, and organized petabytes of data for use by brands to understand cross environment activity and gain actionable insights. Barometric is now offered as an independent hosted service for use with all media allowing marketers to leverage Barometric’s transparent, multi-environment methodology to measure cross-channel engagement in real-time, allowing for ongoing optimization and campaign management. Barometric is the only solution capable of collecting mobile IDs across all environments — such as web, app, rich media, video and brand studies — and matching these multiple IDs to a single user, resulting in superior attribution.
