For example, if a performance measurement component accompanies a network’s DDL plan, the techniques for capturing the TV campaign impact on outcomes will vary across TV network groups, as each may work with their own preferred third-party measurement partner.

According to the Lotame survey, 48% of US marketers said they particularly need publishers and media companies to be transparent in their measurement for them to feel confident buying from them, whether direct or programmatically, in a post-cookie world. Transparency around segment makeup and measurement can help boost advertiser confidence levels around publishers’ own first-party segments.

Plus, measurement and reporting on campaign performance was limited and lacked consistent insights to make improvements—delaying campaigns being brought to market. eMarketer was pleased to moderate a Tech-Talk Webinar featuring Merkle’s Brett McTammany, vice president of marketing technology, delivery lead insurance, Amazon Web Services’ Kevin Wall, solutions architect, and AAA Life Insurance’s Jennifer

“Social acceptance of subscriptions has clearly increased,” said Paul Müller, co-founder and chief technical officer at mobile measurement company Adjust. “For many people, it's just a much more normal concept. And, of course, you could also say there are suddenly many more offerings to buy subscriptions.”.

As CTV/OTT and DOOH are 1-to-many ratio, advertisers are evolving their ads and measurement strategy accordingly, and are seeing success. These findings paint an optimistic picture for the next couple of quarters.

As cookies phase out and the third-party data ecosystem becomes regulated, these forces favor a transition to first-party data as the main source of truth for targeting, measurement, and analytics. Publishers, platforms, and ad tech providers have taken note and now have every incentive to rebrand their offerings to present an addressable-first image.

Measurement tools. As discussed previously, measurement is sorely lacking in social audio.

What it means for marketers: Measurement is evolving, and the window of opportunity for finding new ways to do what third-party cookies can do will eventually close. Focus on shoring up first-party data strategies and make smart partnerships to enhance measurement and analytics before third-party cookies go away. Trend No. 8: Social Commerce Will Get Stuck at Checkout.

How to set up a measurement strategy to gain transparency across media investments. How to remain agile and use measurement to develop data-driven strategies that reflect market change. PRESENTERS. Emily Hoffman is a product marketing manager at Salesforce Datorama.

Identifying digital device users is the backbone of most digital advertising practices today, from segmenting and targeting to measurement and attribution. And now, the identifiers that marketers and their partners have used are coming under threat as platforms and regulators work to improve data privacy and protection practices for consumers.

“Yes, measurement is a challenge, but there are still a lot of learnings that can come from these short-form videos, and I think it’s something that brands should be hungry to test and adopt.”.