For the past two years, at the request of Union des marques, CESP has been developing a certification framework in the field of eRetail media. The initiative, led by Olivier Daufresne, was quickly joined by UDECAM. Alliance Digitale and Ilec have also contributed through their published work. Of course, the retail media networks were also involved, whether to take part in the discussion on the end-of-campaign indicators to be included, to validate the technical feasibility of the controls or for the pilot phase in which several of them took part. It was therefore a truly cross-industry effort that led to the development of the eRetail media certification standards.
Category Archives: Newsletter EN
CESP Forum No. 32 : renewing our audit practices in line with the industry expectations
As part of our new strategic plan, we have launched a project on our audit practices. Based on the observation that audience measurement is increasingly complex and that our members are more and more constrained by the time they can devote to reading audits, we wanted to review our deliverables. We were guided by a dual concern: to facilitate access to our work on audience currency measures and to be ever more in tune with the industry.
Newsletter n°31 : A breath of fresh air in outdoor advertising
Mobimétrie has just launched the new outdoor advertising audience measurement system produced by Ipsos. This innovative system is emblematic of the changes taking place in audience measurement, since it is based on a panel, learning models and third-party data. As such, it draws on various areas of expertise represented within CESP and its Scientific Committee: survey fieldwork, survey theory, statistics, data science and operational research.
Watch out, it has started!
Gorillas in sight!
Researchers often use the invisible gorilla test to demonstrate the selective nature of attention: participants are asked to count the number of ball passes in a game of basketball and, concentrating on their counting task, they don’t see the gorilla passing among the players!
Capturing the attention of consumers and citizens has become a real challenge, given the sheer number of stimuli in our daily environment.
Forum n°29 : Special issue on sample quality
Sampling sources : a major issue for the quality of results
In computing, GIGO (Garbage In, Garbage Out) is the idea that faulty or nonsensical input data produce nonsensical or “rubbish” output. This expression holds true in the world of research. The quality and reliability of the results of a measurement system depend on the quality of the input data, that is to say on the sample quality and the sampling sources in the case of a sample survey.