MediaSense, DiPA: A next generation global digital auditing system.

MediaSense正在迅速成为媒体测量行业的世界领先者，帮助全球品牌审计其数字活动的成功。由于媒体是一个复杂的领域，品牌往往很难知道他们是否已经在数字媒体供应链上建立了物有所值的服务。部分原因是，目前的行业审计服务是追溯性的，无法实时整理、量化和解释媒体活动数据。此外，人们普遍不信任大型数字平台提供的媒体数据，这些平台往往夸大了它们提供的媒体结果的价值[ISBA/PWC，2020\]。能够在全球范围内轻松访问和收集来自广泛来源的媒体活动绩效数据，从而允许更大的供应链“透明度”。准确的数据有助于品牌量化其营销活动中的价值，帮助间接减少广告欺诈(全球数字广告市场每年涉嫌约440亿美元)，并确保广告出现在与品牌目标受众产生共鸣的网站上下文中。MediaSense寻求开发其成功的数字绩效分析工具(DIPA)的下一代版本，以便能够实时分析媒体活动数据。这将包括对全球媒体数据进行规模评估，以确定并提出媒体优化策略，以及KPI和媒体规划审查，确保活动目标与整体品牌媒体目标一致，并确保真正物有所值。作为该项目的一部分，MediaSense还将开发新的测量方法，以抵消行业第三方Cookie数据的损失，并在媒体审计公司和数字媒体执行平台之间建立更可靠、更准确的活动数据分析方法。利用快速增长的全球数字广告市场，MediaSense的目标是使DIPA成为行业领先的、全球的、可扩展的、具有成本效益的优化数字媒体性能的方法。

MediaSense is fast becoming a world-leader within the media measurement industry, helping global brands audit the success of their digital campaigns. Since media is a complex landscape to navigate, it is often difficult for brands to know whether they have established value-for-money along their digital media supply-chain.Part of the reason for this is that current industry auditing offerings are retrospective, unable to collate, quantify and interpret media campaign data in real-time. Additionally, there is widespread mistrust of the media data provided by large digital platforms, who often overstate the value of the media outcomes they deliver \[ISBA/PWC,2020\].The ability to easily access and collect media campaign performance data from a wide range of sources, on a global scale, allows for greater supply chain 'transparency'. Accurate data helps brands quantify value within their marketing efforts, helping to indirectly reduce advertising fraud, (suspected to amount to around $44bn within the global Digital Advertising Market per year) and ensure that adverts are appearing within website contexts that resonate with a brands target audience.MediaSense seeks to develop a next generation version of its successful Digital Performance Analytics tool (DiPA) so it can analyse media campaign data in real-time. This will include the evaluation of global media data at scale to identify and propose strategies for media optimisation, alongside KPI and media planning reviews, ensuring campaign goals are aligned with overall brand media objectives and ensure true value-for-money.As part of this project, MediaSense will also develop new methods of measurement to offset the industry loss of third-party cookie data and establish a more reliable and accurate method of analysing campaign data between media auditing companies and digital media execution platforms.Taking advantage of the rapidly increasing global digital advertising market, MediaSense aims for DiPA to become an industry-leading, global, scalable, and cost-effective method of optimising digital media performance.