“[Last-click attribution is] the devil marketers know,” said EMARKETER’s vice president of content Paul Verna. “It falls well short of representing what’s really going on.” Because it doesn’t paint a full picture, it doesn’t accurately reflect marketing’s impact on conversions.

Paramount ditches Nielsen, goes all-in on VideoAmp: The shakeup could help VideoAmp gain ground in Upfronts as it seeks a potential buyout.

VideoAmp could gain an edge in Paramount, Nielsen fallout: Though Nielsen has weathered tough Upfront seasons, its latest dispute could deal a major blow.

Attention metrics can be applied throughout the campaign life cycle to minimize waste and facilitate performance. Get up to speed on how attention works and what offerings are in-market.

69% of US agency and marketing decision-makers measure the success of retail media campaigns through return on ad spend (ROAS) or incremental ROAS, according to July 2024 data by Quartile and NewtonX.

Attention metrics are gaining popularity as marketers seek ways to diversify their data and measurement strategies.

2025 Upfronts will see Nielsen and competitors square up: Nielsen is combining big data with panel measurement for all local currencies starting in January.

The Join Industry Committee’s big step forward: The certification of iSpot could accelerate adoption of non-Nielsen measurement currencies.

As consumers turn to social and retail media for discovery over traditional search engines, marketers face a shifting omnichannel advertising landscape. Effective strategies and the right measurement partners are crucial for optimizing cross-platform efforts and gaining holistic campaign insights.

US ad spending is projected to grow 6.8% next year, surpassing $400 billion, according to EMARKETER’s forecast. Despite robust ad spending growth, AI tools, advancements in attribution, and cautious consumer behavior will add complexity for the latter half of 2024.

Incrementality has always been the holy grail of retail media, said Zach Darkow, senior director, marketing activation and measurement at The Home Depot. But as the digital advertising landscape grows more complex, incrementality has become more important than ever.

In part two of this two-part podcast episode, we discuss some more predictions for 2024 that are too specific to be 100% certain about but could still come true, including: what happens next when measuring retail media, Starbuck's drone delivery pilot, and how the publisher/AI relationship will play out. Tune in to the discussion with our vice presidents of content Suzy Davidkhanian and Paul Verna and analyst Max Willens.

Retail media search is gaining steam while Google and other traditional search players lag. Marketers will grapple with genAI and measurement challenges as they rely more heavily on retailers’ search ad offerings.

Retail media measurement is more important than ever.

To keep loyalty members engaged, brands must focus on what customers want, offer smart rewards, and keep tweaking their programs. For example, Victoria’s Secret built a special community in its app, while Vitamin Shoppe added multiple tiers and benefits after careful planning.

Retail media is the fastest-growing ad channel we track in the US, growing by 26.0% this year. Its share of total US media spend will reach 14.1% this year, and come 2028, nearly 1 in 5 ad dollars spent in the US will go to retail media. But the channel has the potential to grow even more. Here are four key factors that present challenges to retail media growth right now.

With third-party cookies on the way out, marketers are leaning more heavily on first-party data to help power their digital advertising strategies. Retailers that want to increase their share of ad dollars should leverage customer data to help advertisers enhance campaign performance via measurement and attribution capabilities.

The ad industry’s concern about AI deepfakes grows: Integral Ad Science will measure the negative impact of generated fakes during a year of hefty election spending.

Amazon's publisher summit reveals new ad solutions: Measurement and compliance tools should help the retail giant maintain its competitive edge in advertising.

On today's podcast episode, we discuss the media companies with the highest TV usage, how ESPN is being maneuvered, how multiple new streaming bundles will change the game, and a tie up between Walmart and Disney for enhanced targeting and measurement across streaming. Tune in to the discussion with our vice president of content Paul Verna.