Digital advertisers know that media quality isn't a given with fraud and other nonviewable impressions plaguing the market for years. Tony Marlow, CMO at measurement firm Integral Ad Science, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the company's latest media quality benchmarks, what the industry's top priorities are for the year, and how viewable video is across devices.

In this Meet the Analyst Webinar, Nicole Perrin, eMarketer principal analyst at Insider Intelligence, examined the biggest challenges in ad measurement and revenue attribution today, and how marketers are confronting them.

Advertisers have a lot of information to bring together to understand how to gain more market share for their business. Mike Menkes, senior vice president at measurement firm Analytic Partners, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what might happen if competitors increase spending while you hold your budget steady, how creative can boost video ad effectiveness, and how ads for one product often have a "halo" that extends to other products, as well.

The pandemic led to lower TV ad spend and increased connected TV viewing this year. The shift in TV viewing means TV audience measurement gaps must be addressed to keep pace with how, what, and where consumers are watching TV.

Neustar's product marketing director Devon DeBlasio and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss how the deprecation of third-party cookies and changes to Apple's policies will affect how advertisers can identify and track users across channels and what they can do to continue measuring their success by taking a unified approach.

Within digital media channels, probably the longest-standing gap in measurement information lies with the walled gardens—a group that includes Google, Facebook, a host of other walled social platforms, and Amazon. Some in the industry are also talking more of walled gardens—or attempts to build them—in the connected TV (CTV) or over-the-top (OTT) space.

Major changes are coming to how advertisers and others in the ecosystem can identify users across channels and devices. The loss of third-party cookies and changes to Apple’s Identifier for Advertisers (IDFA)—rumored to roll out this month—will affect ad addressability, but also measurement and attribution. Advertisers are taking steps in response, including more emphasis on first-party data, data collaborations, and modeling-based approaches.

Advertisers have never been under more pressure to prove ROI. Bob Ivins, chief strategy officer at cross-platform TV measurement firm TVSquared, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the remaining deficits in linear TV ad measurement, why it's important to standardize metrics and definitions across traditional and digital TV and video, and why advertisers need to pay attention to the right metrics for their campaign objective.

Measuring the effect of their messages is one of marketers' most vital tasks. Anne Hunter, vice president of product marketing at panel-based insights company DISQO, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to talk about some of marketers' longstanding challenges with measuring ad effectiveness and understanding consumer journeys—and how a consumer-first approach can help.

Most of the avian-themed Privacy Sandbox proposals to date have been about ad targeting, but measurement will also be affected by the planned deprecation of third-party cookies in Chrome. Allyson Dietz, director of product marketing at Neustar, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the measurement firm's PeLICAn proposal to the World Wide Web Consortium (W3C) and explain what differential privacy means for ad measurement.

eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom discuss what they're paying attention to in 2021 and why: digital ad measurement, connected TV, and ecommerce channel advertising.

eMarketer forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Nicole Perrin discuss what an advertising rebound will actually look like next year. They then talk about how to reach ad-free streamers, new podcast measurement guidelines, and whether WarnerMedia just killed the movies.

The Coalition for Innovative Media Measurement (CIMM) has been investigating how TV viewership is measured. CIMM CEO and managing director Jane Clarke joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what the company has learned about using both set-top box and ACR-based measurement, why different attribution providers might show marketers different results, and how close marketers are to speaking the same language about traditional TV and digital video advertising.

It’s hard to do cross-platform measurement. “There's not a lot of discussion about [cross-platform] measurement in TikTok,” said Paul Donato, chief research officer at the Advertising Research Foundation. “There is a lot of discussion about cross-platform measurement for Google, Facebook, Instagram,” which reflects their status as dominant players in digital advertising.

According to a September 2020 Advertiser Perceptions survey of more than 300 marketers and agencies, sales-lift research ranked as the measurement approach most likely to increase in importance in a cookieless world (44%). This favors walled gardens—including all major social platforms—because their measurement pixels enable cookieless attribution measurement.

No other channel can match the power of email marketing when it comes to return on investment (ROI), according to research from Litmus.

Measurement across TV and video is an ongoing project for Numeris, Canada’s TV ratings agency. “The challenge for media buyers is essentially that what they're able to buy continues to shrink,” Phillips said. “Another challenge is measurement. Numeris is looking to expand the measurement universe, which now includes linear TV plus playback, to pick up on nonlinear video consumption more effectively.”.

Marketer Takeaway: This is hardly the first time that Facebook has experienced a measurement mishap: In 2016, for example, it mistakenly counted only videos that were seen for 3 seconds or more, resulting in increased average view times.