Defining what to measure before the campaign begins in order to yield accurate quantifiable RIO data.

The lines between print and online advertising no longer exist. The Internet has matured and digital networks have become more sophisticated.

Today, digital display advertising effectiveness is measured mostly with ad server based metrics, as if site traffic is a direct indicator of advertising effectiveness. However, click through rates, page views, and time spent on page provide little in the way of measuring advertising effectiveness as it relates to purchasing behavior.