Ad sales executives from every major cable and broadcast TV networks
are thundering about “Thor,” a new TV attribution measurement plan
designed to quantify the impact of television commercials on consumer
purchases.Television networks have always sought proof of ad impact. Now, advanced datasets from data analytics company Data Plus Math help these networks observe the causal relationships between messaging and consumer behavior.
Thor will focus on multi-touch attribution (MTA) and its outcomes by tracing the link between a commercial and an actual sale. Here’s how it’ll change the face of attribution.
Read the full article on the Videa blog.
Does this rely on Nielsen as the Open AP and IPG Media Brands initiative do? Or is this something really different from the status quo?
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