What it is: Gross ratings points are the percentage of the targeted audience reached by an ad, times the frequency that it is shown during the campaign. It has long been the standard of the TV industry, which uses Nielsen ratings to judge where to display ads and how often. Despite some efforts, the GRP and the reach/frequency method have never translated to the Internet, which is far more fragmented and, theoretically, directly measurable.
4A’s Marla Kaplowitz on 3 ways agencies can navigate the uncertain economy
The industry trade group is helping many agency members prepare their business for broader economic changes, from how to retain talent to honing their financial acumen.
How sportsbooks and publishers are rethinking the terms of content-based sponsorships
The economic slowdown is causing sportsbooks and publishers alike to reconsider their approaches to content-based customer acquisition campaigns.
A year after coming under Axel Springer’s control, Politico’s Europe and North American businesses are closer than ever
Politico is still realizing what a global brand might look like, but Politico EU's CRO Nicolas Sennegon is already pursuing an advertising business that extends across the pond.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
How publishers can prevent cyberattacks after Fast Company’s hack
Tech executives shared what publishers can do to prevent getting hacked and avoid cybersecurity breaches.
Media employees face no consequences for ignoring return-to-office requests — yet
Employees and union members at a number of media companies had not heard of anyone facing disciplinary actions for continuing to work from home.