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Question: Discuss About The Challenged To Improve Measurement Standards? Answer: Introduction: Digital marketing refers to the use of the digital media to reach out to the vast number of potential audiences present all over the world. If you are an online marketer, then digital marketing is a concept that you should use in your startegies. As different networks are emerging with the increasing trends, I personally see the need for companies to reach out to the potential customers for engagement in their products. Advances for the marketers: According to recent news, the Institute of Practitioners in Advertising (IPA) has decided to collaborate with Facebook and YouTube along with ISBA (United Kingdoms advertising agency) to make use of the digital media for increasing their brand awareness and engagement to comply with the industry level standards. To address their requirements, the IPA convinced Facebook and YouTube to comply with the principles of the Digital Trading Standards Group (DTSG). In addition, the two companies are to meet the standards set by a third party for measuring the video ads ("Facebook, Google Challenged to Improve Ad Measurement Standards - eMarketer", 2017). Moreover, for testing the metrics of the video ads, the companies need to target the UK audience for testing purposes. Although the companies involved have decided to increase the engagement related activities on their platforms, an increasing concern prevails for the advertisers of UK if marketing is not of much use there. Thus, I do think that the concern of IPA is in accordance to the advertisers in UK. Marketing insights: I have always seen that the almost all digital marketers do not comprehend the marketing insights from a successful campaign. Most commonly, the ads delivered are in the form of a tick boxes where the engagement reported is always lost ("Reporting metrics: Getting from interesting to useful", 2017). The main problem with this method is the comprehensive analysis needed to get the idea of reporting. This is the main cause for reduction of the digital marketers due to lack of analysis. According to me, the results are not that important but the analysis of the data like the engagement and bounce rate is important. The good aspects of marketing are thus reduced by the bad aspects of it. For example, suppose a company receives social media traffic more than the organic traffic. This analysis may lead them to think about using social media only. If it were me, I would apply to increase the organic traffic as well by applying various methods. Mistakes made in marketing: The most significant marketing mistake made by Nielsen. From 2015, they were not able to measure the insights from the people because of updates in browsers ("Nielsen admits to 18 months of YouTube online ratings mistakes - AdNews", 2017). Due to this, the marketers associated with the industry have made significant errors in their marketing experience. To reference such errors, the authorities will be responsible for auditing the processes. However, this will not change the fact that the wrong insights affected large number of marketers. Approach and avoid: As we are going on with the mistakes, I can see that you will lose interest in the marketing industry due to their faults. Frankly, I see the reason for such assumptions but I do believe that one mistake cannot possible account for the vast opportunities. It is seen that a business reaches global customers without the need for personally travel around the globe. It can be done by using your computers as well. Conclusion: Thus, the applications of successful insights include careful analysis of the reports that are constantly showed within the ongoing execution of a digital marketing campaign. I certainly analyze my campaigns during they are being showed. This gives me a certain reports regarding the changes that are needed in my ad design. References: Facebook, Google Challenged to Improve Ad Measurement Standards - eMarketer. (2017).Emarketer.com. Retrieved 19 September 2017, from https://www.emarketer.com/Article/Facebook-Google-Challenged-Improve-Ad-Measurement-Standards/1016337 Leeflang, P. S., Verhoef, P. C., Dahlstrm, P., Freundt, T. (2014). Challenges and solutions for marketing in a digital era.European management journal,32(1), 1-12. Nielsen admits to 18 months of YouTube online ratings mistakes - AdNews. (2017).Adnews.com.au. Retrieved 19 September 2017, from https://www.adnews.com.au/news/nielsen-admits-to-18-months-of-youtube-online-ratings-mistakes#JpgqclmVsZbCFLPl.99 Reporting metrics: Getting from interesting to useful. (2017).Campaign Asia. Retrieved 19 September 2017, from https://www.campaignasia.com/article/reporting-metrics-getting-from-interesting-to-useful/428808