In this episode of The Marketing Rapport, host Tim Finnigan sits down with Harmon Lyons, Chief Business Officer of Adelaide Metrics, to delve into the world of media quality measurement. Harmon shares his journey from roles at Microsoft, EA, and TransUnion to his current position at Adelaide. His career path offers unique insights into the evolving landscape of media advertising and measurement.

Harmon explains how Adelaide Metrics differs from traditional measurement companies like Nielsen and Comscore. While those companies focus on audience metrics, Adelaide assesses the quality of media placements. They use data such as eye-tracking and exposure to provide scores that help advertisers understand the effectiveness of their ad placements.

The discussion also touches on the importance of high-quality data in driving marketing success. Harmon emphasizes that good data is crucial for both audience targeting and media quality assessment. He highlights how Adelaide’s innovative approach is helping publishers and advertisers optimize their campaigns for better outcomes.

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