Observed Signal · Mar 12, 2019 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Adlicious unveils proprietary Quality TKP metric
adlicious, a programmatic media agency, has patented a new metric called Quality TKP (QTKP) intended to provide a holistic measure of advertising effectiveness. The metric factors in cost, ad impressions, format sizes, viewability rate, audience reach, and the number of users in the optimal contact class. Four guiding factors are used in its measurement: audience reach, environment quality (as indicated by ad visibility), format quality (visibility of ad materials), and achieving the target contact dose. adlicious claims QTKP enables controlling and comparing qualitative as well as quantitative aspects of campaigns, offering a qualitative measure of media effectiveness beyond traditional metrics. The metric is described as proprietary and is built on data from external measurement tools and DSP capabilities, with a formula presented by the company. They note independent operation allows optimization without vendor-imposed minimums. The company has run campaigns for over 100 clients, analyzed previous media plans, and views potential for optimization depending on user adoption.
Introduction of a proprietary measurement metric by a vendor; moderate industry impact
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Key Takeaways & Evidence Grounding
- adlicious patented a new metric called Quality TKP (QTKP) to measure advertising effectiveness.
- QTKP incorporates cost, ad impressions, format sizes, viewability rate, audience reach, and the number of users in the optimal contact class.
- QTKP evaluates four factors: audience reach; environment quality; format quality; achieving the desired contact dose.
- QTKP is described as a proprietary metric based on external measurement tools and DSP capabilities.
- adlicious has run programmatic campaigns for more than 100 clients and analyzed existing media plans.
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