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There Are 10 Critical Issues in Digital Media Today

There Are 10 Critical Issues in Digital Media Today
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Wednesday, 30 August 2017 10:31 AM Current | Bio | Archive

As the media industry continues its shift to digital platforms, comScore has identified 10 issues that "continue to burn hot across the industry."[1]

Many of the issues focus on the challenges of audience measurement and defining value for advertisers. One complicating factor is the tremendous variety of content forms, a dramatic change from the television era.

While these issues are of primary concern to the advertising industry, the way they are resolved will have a significant impact on the content that is produced and how we are able to view it. The 10 issues are:

1. Bridging the divide between TV and digital

2. Advanced audience data

3. Monetizing mobile

4. Measuring unduplicated reach across platforms

5. Cross-device marketing

6. Programmatic pressure on (Cost Per Thousand Impressions) CPMs.

7. Moving beyond viewability

8. Filtering big botnets

9. The value of attention

10. Advertising attribution

The comScore report says, "The good news is that progress is being made on all fronts." Their final conclusion is that "digital can be a bit messy at times, but the future remains bright!"

See the full report to get comScore's thoughts on these issues.

ComScore is a global company that measures audiences on proprietary digital, TV, and movie platforms to quantify consumers’ multiscreen behavior for advertisers and others.

Footnotes:

  1. ComScore, "Top 10 Burning Issues in Digital," August 16, 2017

Scott Rasmussen’s Number of the Day is published by Ballotpedia. Each weekday, Scott Rasmussen’s Number of the Day explores interesting and newsworthy topics at the intersection of culture, politics, and technology.

Scott Rasmussen is a Senior Fellow for the Study of Self-Governance at the King’s College in New York and an Editor-At-Large for Ballotpedia, the Encyclopedia of American Politics. His most recent book, "Politics Has Failed: America Will Not," was published by the Sutherland Institute in May.To read more of his reports — Click Here Now.

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As the media industry continues its shift to digital platforms, there are 10 issues critical issues of interest to the industry. Many of these issues focus on the challenges of audience measurement.
cross-device, cpms, marketing, mobile
311
2017-31-30
Wednesday, 30 August 2017 10:31 AM
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