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Phuc Nguyen Huu

Decision Lab is shortlisted for the MMA Smarties Awards

The Mobile Marketing Association (MMA) in Vietnam has announced that Decision Lab in collaboration with FrieslandCampina Vietnam and Pervorm has been shortlisted for the MMA Smarties Awards for the disruptive approach to real-time brand measurement across devices and platforms.

Measuring brand impact generated by digital campaigns is an integral part of modern marketing. However, it is also a complex demand, especially for mobile, as counting cookies alone or relying on another proxy metric makes it hard to know if you're driving meaningful results. To accurately measure the effectiveness, you need a people-based solution that goes beyond devices and cookies to measure across formats, devices, browsers, apps, publishers and digital platforms.

By applying a combination of AudienceReport, a third-party measurement solution, a native Facebook application, custom audiences and retargeting technology, FrieslandCampina Vietnam and Decision Lab introduced the first-ever real-time cross-platform digital brand tracking solution in Vietnam. With this solution, FrieslandCampina Vietnam and Pervorm were capable of tracking and identifying digital ad exposure on an individual-level across ‘everything’. Even the walled gardens (i.e. Facebook in-app and YouTube in-app) were unlocked with this approach.

““We are honored and excited to be shortlisted for the MMA Smarties Awards in Vietnam. We see this nomination as a recognition of our innovative approach to brand measurement and testimony to our position in the market, as the leading measurement agency.” 

 - Aske Østergård,  Founder of Decision Lab

The winners will be announced at the MMA awards gala in November.

Read more about how Decision Lab measures digital brand impact here.

About MMA

The MMA is the world’s leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. MMA Member companies hail from every faction of the mobile media ecosystem. The MMA consortium includes brand marketers, agencies, enabling technologies, media companies and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.