Advertisers reckoning with measurement gaps in Facebook’s native reporting will increasingly rely on third parties to provide their source of truth and use holistic attribution models like marketing mix modeling (MMM) and multichannel attribution (MTA). Advertisers will need to creatively adapt paid strategies on Facebook as uncertainty continues—some approaches are already working.

TikTok has partnerships with industry-leading media mix modeling companies like Nielsen, IRI, Analytic Partners, Ekimetrics, and Neustar. TikTok is also helping brands incorporate organic content into their ad campaigns.

Following a banner year, US ad spending in 2022 will be shaped by three key trends: Linear TV crossing the Rubicon, a billionaires’ club emerging in connected TV (CTV), and ecommerce ad spending enriching Google, Amazon, and a crop of newcomers in search and retail media.

TikTok has partnerships with industry-leading media mix modeling companies like Nielsen, IRI, Analytic Partners, Ekimetrics, and Neustar. TikTok is also helping brands incorporate organic content into their ad campaigns.

Methodologies built around models, AI, and machine learning, like extrapolated data modeling and media-mix modeling. Opt-in panels will serve as the foundation for many of these methodologies. Use of first- and second-party data.

The result could be media mix modeling focused on lookalike targeting and more nimble campaign executions. But TV remains the largest medium for engagement, with almost double the amount of daily time as digital video. For large branding aims, TV remains an important medium for advertising reach.

Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.

Adults in the UK are spending more time than ever with digital media. Time spent watching videos online, particularly via social, is soaring.

We estimate that this year, the average US adult will spend almost 48% of their digital media time with mobile apps—more than a quarter of total media time. The rise of CTV has meant only more digital time spent in cookieless environments.

In addition, 33% were using customer ID resolution programs for attribution analysis, 31% to identify and address wasted marketing spend, 28% for media mix modeling, and 3% for all of the above (and more).

US programmatic display ad spending was up more than 10% in 2020 despite the pandemic-induced recession and will rebound this year as advertisers continue shifting budgets to flexible, measurable media.

The survey also found advertisers expect a number of measurement and research techniques to become more important in a cookieless world, including sales-lift research, ad effectiveness research, and media mix modeling.

Retail media has revolutionized the search ad market, where most of the focus still is. But display and video ads that target consumers higher in the funnel are becoming a more important part of the mix, and technological innovation is ushering in new ad products that bring together the best of branding and the best of performance marketing.

“Things are quite affordable at the moment, and we also have a lot of people consuming a lot of media,” said Jon Schulz, CMO of demand-side platform Viant. “Those two don't tend to go in the same direction, and it creates a unique opportunity to get our brand out there.”.

The future of measurement lies in weaving the best of marketing mix modeling and multitouch attribution into a unified analytics solution.

Unlike media mix modeling, where investments can be measured in a very scientific way, social listening is “more anecdotal,” Viden of CommonSpirit Health said. “I don't know that I could put a number on it, but I do know the value of it.