Big data has the power to lead marketers to more effective cross-channel value measurement. Today, online advertisers have the ability to track endless amounts of information, from impression data to click and "Like" numbers to time spent on sites and beyond. Despite, or perhaps because of, the mass quantity of data collected, marketers are still unable to reliably measure the value of their digital advertising.
When pay per click overtook display as the ruler of digital advertising, using impressions as the most important value metric took a backseat to clicks and conversions. But with concepts like impression share, viewthrough conversion tracking and cross-channel analysis, marketers need to take a second look at impressions to truly understand how to maximize ad return on investment.