Brian Steinberg-Senior: Last News

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Paramount Offers EDO, Mastercard Data for TV Ad Deals

Brian Steinberg Senior TV Editor Paramount Global said it would bake a new suite of data into all ad deals “at no additional cost” that examines whether a commercial spurred a consumer to take a particular action, a measure known as “attribution” that is gaining new sway on Madison Avenue as marketers struggle to determine the effectiveness of their paid media pitches. Paramount said it would offer data from both Mastercard and EDO, a start-up founded in part by actor Ed Norton, that will help clients examine “outcomes,” such as a visit to a marketer’s web site or showroom, or a consumer search for a product being advertised.
variety.com

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