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LEARN MORE ABOUT Babak Pahlavan

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

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. .....

September 26, 2018

Babak Pahlavan

Google Beefs Up Campaign Metrics And MRC Accreditations

Google added more ways for advertisers to measure the effectiveness of their ad campaigns Wednesday, and it got the MRC’s approval in categories such as viewability and impression measurement on YouTube and its buying platform, Google Display & Video 360. “Advertisers need to trust the metrics and be able to compare across the different media they have, especially in today’s evolving media landscape,” said Babak Pahlavan, senior director of product management for Google’s analytics and measurement solutions. Marketers can now apply custom metrics, like GroupM’s 100% viewability standard, within Display & Video 360. .....