Although the notorious click-through rate is likely the simplest campaign metric to report, its utility is questionable at best.
Less-in-more approach aims to enable better alignment with GroupM's [m]Platform, according to former Light Reaction CEO Bob Walczak, who will head the new team.
GroupM-owned performance advertising business adds another new office in Southeast Asia.
Marketers must quickly change their priorities from quantity to quality and get smarter about measuring performance, according to a trend report from Light Reaction.
Saha is promoted from his previous position as Xaxis' South and Southeast Asia VP.