When it comes to brand recall, CTV far surpasses every other digital medium:

Fully 46% of consumers saying that TV and streaming ads are the most memorable, compared to only 33% for social media (the next most recalled ad type). Not even “second screening” seems to hurt CTV user engagement — in fact, 31% of TV watchers have used a mobile device to research or purchase the products they see advertised. (TV Tech)

Many ad-tech players have started exploring “closed-loop attribution” methods, conversion measurement techniques that take into account every phase of the customer journey (not just “high-performing” last-click strategies). This trend is being driven by the rise of CTV, Programmatic Audio, and DOOH (Digital Out-of-Home); these emerging channels will require a new approach to attribution in order to fully understand their effect on consumers. (Forbes)

New data on iOS and Android users highlights how targeting a particular mobile device OS (operating system) is not a good substitute for a thoughtful audience strategy. Advertisers looking to maximize performance should adjust their tactics to target users by demographics, device age, or even household income directly, rather than using device OS as a stand-in for these characteristics. (Digiday)

Invalid traffic (IVT),
a key measure of digital ad fraud, fell to 0.83% this year

A record low that marks a nearly 50% drop since 2018. Reaching a fraud rate of below 1% has been an industry goal for years, and is the latest sign that publishers, agencies, platforms, and other players in the programmatic ecosystem are committed to improving transparency and accountability in the industry. (MarTech Series)

Travel brands’ digital share of ad spend is projected to grow to 70% in 2023, up from 63% in 2020 and compared to only 58% for retail as a whole. Despite slowly rebounding from the pandemic, travel has become increasingly complicated — many executives hope that transitioning the entire customer journey to digital will drive performance while alleviating friction for customers. (The Drum)

Large food and beverage companies are hopping on the first-party data bandwagon, employing various digital gimmicks in the hopes of convincing consumers to create accounts and give up personal information. This shift to more precise targeting is a substantial pivot for big brands that have historically relied on huge budgets and mass communication over personalization. (AdExchanger)

Tracking the Spread of COVID-19

Data from millions of cell phones show how spring break was a catalyst for the pandemic in Quebec


Anatomy of a region in lockdown

While distances travelled shrank dramatically overall because of COVID-19, peoples’ movements varied hugely within the capital region

Tracking the Pandemic with Cellphones (FR)

Find out how we use aggregated data lists to monitor hotspots in cities like Montréal

Geolocation to Follow COVID-19? (FR)

In this exclusive report, we show that it is possible to use geolocation data in order to combat Coronavirus