Advertisers, publishers and their partners are searching for alternatives to allow for identification, targeting and measurement, but a universal solution proves elusive. Third-party cookie-based tracking has been in danger for a while now, but when Chrome announced in January 2020 that it too would be sunsetting these cookies (within two years), it sent shockwaves through the industry.

According to data from measurement firm MediaRadar and cited by FiercePharma, digital ad spending among B2B medical and pharma brands fell 30% below the industry benchmark in March 2020, but it quickly rebounded. By May 2020, spending was up 56% year over year.

Advancements in AI research will lead to new applications for the creation, promotion, and measurement of audiovisual marketing content. Three Key Questions This Report Will Answer:. How does AI fit into the priorities of content marketers? What are the different use cases for AI in content marketing? What does the future of AI-driven content marketing look like? WHAT'S IN THIS REPORT?

Measurement firm Stream Hatchet found that total hours spent watching livestreaming video game content worldwide (excluding China) reached 7.6 billion hours in Q2 2020 across these platforms, up 60% from the previous quarter.

The creation of these measurement and reporting standards would be informed by an advisory group comprised of media agency and Project OAR TV network participants. Nielsen is pursuing addressable activation through its Advanced TV Measurement Task Force, a group comprised primarily of TV networks and media agencies that will advise on the design and structure of Nielsen’s offering.

In H1 2020, streaming services ran an estimated $1 billion worth of TV advertising, according to TV ad measurement company iSpot.tv. For comparison, in H1 2019, streaming services ran $328 million on TV ads. Between January and August 2020, video streaming services increased their TV ad spending more than any other category that iSpot.tv tracked.

“As advertisers look to a future where it’s harder to identify and track users, ecommerce properties have the advantages of shopping and intent data on the targeting side plus closed-loop attribution for measurement and optimization.”. Amazon is by far the largest platform. This year, the company will net $13.18 billion in ecommerce channel ad revenues, up 39.1% from 2019.

And then there’s the question of measurement. Digital identifiers aren’t just for targeting consumers, but also for tracking their ad exposures and connecting those touchpoints to other activities, including online and offline conversions.

While people are still watching TV, I would argue that if we had the perfect measurements for streaming, we would see that more people are watching Netflix, Amazon Prime Video and YouTube than ever before.”. The role of video in social media’s rising importance during the lockdown has been particularly evident.

The vast majority of digital budgets go to walled gardens because they deliver performance at scale and provide accessible self-serve buying and measurement capabilities at any budget. But social ad platforms are built on a mostly unregulated flow of user-generated content that creates a contextual environment that is unfit for many brands.

Retailers, for instance, are heavily reliant on install advertising—65% of shopping apps were paid installs in 2019, according to research published in April 2020 from mobile measurement company Adjust. Some of this advertising may now shift to direct product advertising or downloadable coupons redeemable within App Clips. More in-store calls to action via QR codes are also likely.