Articles by Heather Way

The interaction of connected consumer electronics and digital media is creating vast and limitless amounts of user data, now commonly coined "Big Data." Many new business models are forming around these data, but for advertising, data have always been at the core of its business. Data of all varieties and volumes enable stakeholders to invest proportionally to the value of their media assets -- whether TV commercials, video programs, gaming apps, online publications or advertising messages.

By the end of 2012, 60 percent of U.S. broadband households owned at least one app-enabled consmer electronic device. With connected device ownership at mainstream levels, there is a solid foundation for app development and rapid growth in app economies. Of the primary devices used to access apps, smartphones have the highest penetration rates. Si...

Real-time bidding (RTB) will be a significant factor in fulfilling the promise of online digital advertising, which has been on the cusp of dramatic changes for many years. RTB, as defined by Parks Associates, describes the automated process of buying and selling online display advertising in real time, and it incorporates enhanced solutions in ta...

The proliferation of smartphones, alongside the growth in number of subscribers of 3G network data plans (or newer wireless services), is having a ripple effect on multiple markets, from mobile apps to hardware enhancements. As media becomes increasingly fragmented, advertisers are focused on multiplatform media strategies in order to capture and retain consumer attention...

I recently read an article that featured an up and coming media measurement technology created by research firm Integrated Media Measurement Inc. (IMMI). Using cell phone based data collection, IMMI's digital monitoring system measures audience exposure to multiple media platforms via codes embedded in the audible audio portion of the advertisement. This includes ads appearing in out-of-home TV, on-demand and time-shift viewing, radio, Internet, DVDs, audio CDs, theatrical films, entertainment venues, and mobile video and games.