Why advertisers need a new omnichannel measurement approach amid a disconnected landscape
By Blis
Amy Fox, Chief Product Officer, Blis
Traditional measurement, as it stands, is broken. While the reduction of personal data and its impact on planning and targeting has been discussed at length by the industry, its impact on measurement gets less of the limelight.
Between the rise of new programmatic channels and the fall of cookies and personal IDs, an urgent challenge is emerging — the need to provide a more sustainable solution to personalized advertising that continues to drive and measure the performance advertisers demand without getting lost in proxy metrics or dead ends.
Modern display and mobile measurement solutions are still heavily dependent on identifiers and involve assembling separate channel reports and a worryingly large amount of data extrapolation. This approach is costly, time-consuming and yields results lacking precision and reliability. This will continue to worsen as it becomes increasingly difficult to connect audience profiles across the internet and various channels, making it almost impossible to understand the overall impact of omnichannel campaigns.
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Source:: Digiday
