In practice, a new measurement framework that doesn't rely on IDs would allow marketers to focus on the actual business outcomes they're trying to achieve. Not only is this essential for proving true impact, but it's handy for outlining the validity of the advertising you run and defending requests for increased advertising budgets. Companies don't care about how many people land on their site. They care about metrics that tie back to business outcomes.
Moving away from the dependence on cookies or IDs and letting go of the traditional one-to-one attribution mindset requires connecting all campaign touchpoints, whether an ad is seen on TV at home, on a mobile phone or an out-of-home screen.
Marketers need a long-term solution for cross-screen measurement that delivers the results advertisers are accustomed to without getting lost in siloed inefficiencies or proxy metrics.
This new approach must address current limitations while aligning with new consumer behaviors and media consumption habits. Most importantly, it must focus on metrics that truly matter to marketers and their business outcomes.
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