As the advertising industry faces the end of the year, it's time to address the methodologies holding it back, including cookie dependency and proxy metrics.
Marketers face data challenges due to the shrinking pool of usable audience data, particularly influenced by Apple's App Tracking Transparency framework, leading to a reliance on easily accessible metrics.
Measurement methodologies like multi-touch attribution offer insights into marketing effectiveness but lack the ability to capture offline interactions, preventing holistic understanding of campaign performance.
The new year should inspire the adoption of innovative omnichannel strategies aimed at improving advertising measurement grounded in business outcomes and rigorous accuracy.
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