"I think that agencies are moving into the data and technology space much more forcefully - thinking that size and weight in comparison to walled gardens will get them better deals for their clients and also help them accumulate sufficient data assets to build their own proprietary models."
"I think this is part of getting away from cookie and partner-based measurement. If Meta and Google are your only media buys, then those two platforms analytics can provide a pretty decent view of the impact of that spend to your business."
"Once marketers hit the limit of return on ad spend in these channels, though, leveraging cookies (or even other identifiers) to measure their programmatic, cross-site advertising will be a challenge."
"I think getting back to a/b/n testing, incrementality and matched market testing are going to provide a much more holistic view of advertising's impact on the bottom line."
#advertising #data-technology #campaign-effectiveness #dynamic-creative-optimization #marketing-strategies
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