‘Polling Is Dead!’ And Other US Election Lessons For Identity And Measurement
Posted from AdExchanger’s Sell-Sider Column, Matt Prohaska comments on how polling, like measurement, can be very helpful and misleading if sources and methodology are inaccurate with incorrect identity.
The quote in the headline, echoed by numerous political pundits, typifies the overreaction during and after the United States’ Election Day. Like many watching election results on that Tuesday night, I thought how badly the pollsters got it wrong, again.
What you can do
As we said during AdExchanger’s Programmatic IO last month, publishers and brands need to take important steps now to fully own their identity strategy, playbook, partner landscape, audience relationship and first-party assets.
Otherwise, publishers will lose even more market share to the Big Three, and brands with their agencies will continue to spend where there is more accuracy, more personalization and less risk. This is the danger of publishers not knowing their audiences’ behavior and performance as much as the Big Three, or even their advertisers, do today.
Polling, like measurement, can be very helpful and misleading if sources and methodology are inaccurate with incorrect identity. Imagine politicians spending all their campaign time and money in places where their votes are already secured, missing out on key states and counties that could actually make a difference. Read more here…