Measurement is the fuel that powers smart decision-making, especially as advertisers face challenges in walled gardens and the open web, making multi-layered measurement crucial.
In walled gardens, advertisers benefit from closed-loop attribution, but platforms often restrict access to user-level data, complicating cross-platform attribution due to privacy requirements.
The open web presents greater measurement challenges, as over 30% of advertisers reported difficulties in attribution compared to just 8% in walled gardens during assessment.
A comprehensive measurement stack comprises media mix modeling for a high-level perspective of channel effectiveness, emphasizing its importance despite limitations in operational granularity.
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