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How measurement will evolve in 2021

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30-second summary:

  • The pandemic has caused major shifts in the way that advertisers operate, making it more critical than ever to be able to prove ROI and make every ad dollar count
  • The inability to track reach and frequency is one of the biggest problems with cross-platform ad measurement that marketers face
  • As marketers enter the new year, they will need to have measurement solutions in place that account for cross-channel, cookieless, privacy, and walled gardens
  • Early adopters of cross-channel measurement, truly cookieless solutions, privacy, and consumer-centric policies, and data collaboration will gain insights needed to ensure future success

Marketers have faced an incredible number of challenges over the past year. The demise of third-party cookies, the loss of device identifiers, and evolving privacy regulations have forced the industry to come up with new solutions for identity. With consumer behavior shifting rapidly and market volatility expected to continue this year, proving ROI with accurate measurement will be more important than ever. Half of U.S. marketers[1] say the inability to track reach and frequency is still one of the biggest problems with cross-channel ad measurement. Better measurement solutions are needed.

Advertisers need to take the time now to evaluate their measurement solutions in order to ensure every dollar spent has a purpose. Marketers should look for solutions that overcome measurement challenges and form a single view of the customer journey. Only then can they truly improve the customer experience[2] by delivering personalized messages and offerings based on insights gleaned. In 2021, measurement solutions will evolve and improve to account for cross-platform, cookieless, consumer transparency, and walled gardens.

Cross-platform measurement will enable flexibility and control for TV and other mediums

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