Rethinking Currency in Digital Advertising

Jackelyn Keller, Chief Marketing Officer of Comscore, discusses the evolution of advertising currency and how data is reshaping the industry. The episode frames currency as the mechanism by which value is created in digital advertising, noting that traditional, one-size-fits-all approaches are being replaced by flexible, data-driven models enabled by modern technology. Keller explains Comscore's transformation from a pure measurement company into a data-centric organization focused on understanding consumer behavior and reducing data chaos through partnerships. The discussion highlights real-time decision-making becoming possible in advertising, the importance of trusted third-party data that does not rely on ad revenue, and the role of innovative data visualization and “personifying data” to make invisible products more tangible. Takeaways emphasize collaboration across the ecosystem, the centrality of data in optimizing campaigns, and the shift toward more nuanced, transparent measurement in the industry.