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

MediaSense正在迅速成为媒体测量行业的全球领导者，帮助全球品牌审核其数字活动的成功。由于媒体是一个复杂的领域，品牌通常很难知道他们是否在数字媒体供应链上建立了物有所值的产品。造成这种情况的部分原因是，目前的行业审计产品是回顾性的，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，这些平台经常夸大其提供的媒体成果的价值[ISBA/PWC，2020]。在全球范围内，从广泛的来源轻松访问和收集媒体活动表现数据的能力，允许更大的供应链“透明度”。准确的数据可以帮助品牌量化其营销工作中的价值，帮助间接减少广告欺诈（据估计，全球数字广告市场每年的广告欺诈金额约为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环境中。MediaSense试图开发其成功的数字性能分析工具（DiPA）的下一代版本，以便实时分析媒体活动数据。这将包括大规模评估全球媒体数据，以确定和提出媒体优化策略，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保持一致，并确保真正的物有所值。作为该项目的一部分，MediaSense还将开发新的测量方法，以抵消第三方cookie数据的行业损失，并在媒体审计公司和数字媒体执行平台之间建立更可靠和准确的分析活动数据的方法。利用快速增长的全球数字广告市场，MediaSense旨在使DiPA成为行业领先的、全球性的、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.