Tag: Brent Bernie


Why The Ad Industry Needs More Accurate Data

January 9th, 2018 | Matthew Chung, Manager, Communications and Content

As the industry rolls into 2018, ACA spoke with comScore Canada’s General Manager, Brent Bernie; Bryan Segal, VP and Darrick Li, Senior Director, Sales, to ask them to take one last look back at 2017 and share goals for the year ahead. Read on for their advice to marketers for 2018.

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If a digital ad falls in the wrong place, does it make an impression?

June 3rd, 2014 | Brent Bernie, President, comscore Canada

We’re all familiar with the philosophical question, “if a tree falls in a forest and no one is around to hear it, does it make a sound?” Striking parallels to this old adage can be drawn in our industry today, where many are asking a similar question relating to the effectiveness of ads in the digital environment. In light of concerns around ad viewability, brand safety and in-target delivery, many are now asking: “If an ad falls in the wrong place and no one has an opportunity to see it, does it make an impression?”

In other words, what is the value of an ad that doesn’t deliver an opportunity to be seen, or worse, is delivered next to brand unsafe content? How should we value an impression that reaches a consumer outside of the intended target?

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