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LEARN MORE ABOUT Babak Pahlavan

Babak Pahlavan, Sr Dir-Product Mgmt-Ads Cross-Channel Measurement & Head-Products

September 28, 2018

Babak Pahlavan

Google Adds Custom Performance Metrics, Opening Themselves Up to More Scrutiny

..... This means that advertisers will be able to work with the listed measurement vendors to have their campaign metrics on the world’s largest video sharing site verified by an independent third party. Babak Pahlavan, Google’s senior director of product management, analytics solutions and measurement, headed up the messaging on this latest initiative, highlighting in a conversation with Adweek that the company has been engaged with the MRC since 2006 and that receiving accreditation is often a lengthy process. “The cornerstone of what we do is earning the trust of advertisers,” he said. .....

September 27, 2018

Babak Pahlavan

09/27/18: Alphabet soup: WPP combines VML and Y&R

..... The company also introduced a tool that lets marketers segment reports to help them optimize campaigns. “Advertisers need to trust the metrics and be able to compare across the different media they have,” said Babak Pahlavan, senior director of product management for Google’s analytics and measurement solutions. announced an expansion of its Total Audience capability for local measurement of ads. The custom solution leverages key Nielsen Total Audience solutions including Digital Ad Ratings, Total Ad Ratings and Digital Content Ratings, to measure reach, frequency, and GRP performance for ads and content across digital and TV at the local market level. .....