The digital advertising industry is rapidly entering the ‘outcomes era’, a shift toward measurable business outcomes driven by growing fragmentation in a post third-party cookie world. While the necessity of outcomes marketing is widely agreed upon, the challenge is no longer why it matters, but how to deliver it at scale.
In a recent feature for Campaign, Ozone’s Senior Director of Growth, Tom Harrison, discussed how Ozone is approaching this evolution and helping brands deliver measurable business impact through its Audience Connection Platform. Specifically, Ozone will further leverage its scale and creative capability with the gradual release of Arc – a new outcomes proposition rolling out in the coming months that draws together Ozone’s full outcomes capability.
When asked about the one change he would make to the industry narrative around outcomes-based campaigns, Tom said:
“The assumption that quality must be traded for conversion. We believe that quality and conversion can both be achieved – it doesn’t have to be an either or – and that a general movement away from media proxies and our work here at Ozone will prove it.”
To read the full interview and learn more about Ozone’s new outcomes business, Arc, click the button below.
