5 Ways Analytics Are Helping Media Companies Sell Outcomes Over Eyeballs

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In a major shift, media companies – including digital, social media and traditional broadcast and cable outlets – are changing how they sell ads. Instead of marketing squishy metrics such as clicks, impressions, reach or gross rating points (GRPs), they are deploying advanced analytics and tracking technology that allows them to sell clear and quantifiable results such as actual sales. As a result, they can – for the first time – predict for advertisers just what ROI they can expect from an incremental investment in one or more channels (including competitor channels), and in some cases how that translates into actual