A MARKETER’S GUIDE TO DIGITAL ADVERTISING

Transparency, Metrics, and Money

The definitive guide to succeeding with digital advertising in a complex and rapidly changing ecosystem.

by Shailin Dhar and

Scott Thomson

Digital advertising has brought promises of efficiency, precision targeting, and accurate measurement. But it has also created a complex and opaque ecosystem prone to fraud and lack of transparency.

In this book, industry veterans Shailin Dhar and Scott Thomson cut through the confusion and provide clear, actionable advice on how brands can successfully navigate digital advertising today.

Learn how to:

  • Measure what matters while respecting user privacy

  • Understand the digital supply chain and how money flows

  • Assess which new technologies and metrics are worth investing in

  • Balance risks and rewards in your digital advertising

  • Exert leverage over powerful platforms like Google and Facebook

With insider knowledge and practical tips, this book is essential reading for any marketer looking to thrive with digital advertising.

“It’s great to see Shailin Dhar and Scott Thomson pushing hard to open up the black box that is digital advertising. This book dives deep into the multiple aspects that advertisers should control and provides actionable solutions. It’s only through the work of people like this that the current situation will improve. Brilliant content. ”

— Nick Manning (co- Founder, Manning Gottleib OMD, former COO Ebiquity, media transparency advisor to the Association of National Advertisers, and founder of Encyclomedia)

About Shailin

Shailin Dhar is based in New York City and was the founding partner of Method Media Intelligence (MMI).

He is a media, web technology, and ad technology expert who is focused on helping companies confirm digital ad efficacy, secure validity, evaluate viewability, and support brand safety.

After working in the other side of the industry, he now works with brands, agencies, global trade groups, ad-tech firms, and ad verification companies to reduce fraudulent and opaque business practices in the digital advertising market, and readying marketers for future challenges.

About Scott

Scott Thomson is based in London and is a partner in Method Media Intelligence (MMI), a measurement consultancy and technology provider.

After working with a Ministry of Defence contractor helping design user-friendly control systems, he has spent 25 years with companies like Publicis, Nielsen, Media Audits, Naked Communications, and Dentsu, focusing on helping brands devise, design, and measure successful marketing strategies, and working with numerous global brands across multiple geographies on many of the challenges currently faced by the advertising industry.