Our CEO Damon Reeve discusses how the shift from adtech to effectiveness measures should be at the fore of advertisers’ minds…
Tuesday 28th January 2020 - first published on Marketing Week
2020 will see a significant shift in the way advertisers measure the effectiveness of their digital media. We will see ageing adtech metrics such as the click-through rate, be replaced by effectiveness measures that create real world results for brands.
Driving this shift will be a huge reduction in the amount of deterministic data that comes from web browsers, forcing brands to look to other measures to assess overall advertising impact. With browsers removing support for third-party cookies, as per Google’s latest move with Chrome - and regulators putting even greater protections in place for consumers - the ability for advertisers to attribute value to media activity will be significantly reduced.
This should be a positive change for advertisers and will enable digital spend to be assessed in line with other offline media investment. It will help focus digital expenditure in those areas that shift Awareness, Consideration and Preference measures. For advertisers seeking effectiveness-led results at scale and in a regulatory-compliant way, greater emphasis will be placed on relationships with premium digital publishers and alliances, who hold increasingly valuable first-party data.
