Re: [meetings] Agenda Request - Measurement use-cases deep dive and requirements (#51)

Hi everyone. When we were discussing @eriktaubeneck's list internally, we weren't sure the intended distinction between:

> * Click attribution measurement
> * Impression (click, view, etc) attribution measurement

Am I right in assuming both are intended to be about figuring out how the listed measures drive some subsequent desired (digital) outcomes? And, given the first is separate to the second, does this mean the second is about attribution considering a range of touchpoints (multitouch attribution), or is it more intended to be an augmentation of the first by allowing for other types of touchpoint to be incorporated? (As in event-level ARA as currently proposed/prototyped in Chrome.)

For what it's worth, I generally consider views a (proxy) measure of impressions, while clicks are a (proxy) measure of outcomes, but this means clicks kind of straddle the line between media activity (something running on a media owner's property [1]) and (digital) outcomes on an advertiser's. (They are after all an approximation to loading the thing that is clicked through to, which might be a webpage, an Android Activity, or whatever.)

(By the way, I don't really think of either click or broader impression attribution as being at the level of "use cases", because they're both means to gaining some understanding of how media activity is affecting outcomes. That itself is a group of techniques serving a range of use cases from in-flight optimisation to future campaign planning. I don't want to be the annoying person who asks us to define the concept of use cases carefully, but it'd be helpful to keep an eye on how all these things are actually useful for advertisers, publishers, and their agents/processors/service providers.)

When we talk about measurement internally, we also include "basic" reporting of media activity (views, clicks, CTR and then getting into reporting measures around things like viewability & bot fraud, and then calculated measures such as vCPM). Since we're including reach & frequency, which is closer to basic reporting than attribution because it doesn't require outcomes, I thought I'd throw that out there even though it's not particularly connected to attribution reporting.

[1] although acknowledging that you can also attribute from activity within your own properties.

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Received on Saturday, 14 May 2022 08:59:49 UTC