“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Joshua Koran, EVP of data and policy at Criteo.
While it’s easy for marketers to fixate on Google’s threatened “cookiepocolypse,” being too hyper-focused on engagement tactics misses the big picture.
Even with today’s cookies, marketers and media owners are struggling to effectively measure media spend and quantify its incremental impact on product sales. Most do not have a sufficient understanding of the larger issues they are about to face, given the role that addressability plays in measurement, frequency capping and real-time optimization.
But measurement is now more pertinent than ever – especially in the dystopian future of time-delayed, aggregate reporting.
In Google’s revised commitments to the UK CMA, published the day after Thanksgiving, Google explicitly includes provisions that there must be quantitative testing and measurement of its Privacy Sandbox. One example of Google’s testing can be seen in a recent blog on its proposed Attribution API.
Marketers should expect to receive less than 20% of the conversions they are able to measure today.
But before focusing on driving engagement in a cookieless world, we need to concentrate on actionable solutions to measure campaign effectiveness and drive ROAS.