Measurement in advertising has changed due to signal loss, new media channels, and privacy regulations. A new framework is emerging, with lessons from the mobile industry and adapting to signal loss and privacy requirements.
Modern measurement should be signal-agnostic, media-agnostic, and privacy-first. Advertisers need unbiased insights across all platforms and must prioritize data security and consent. The omnichannel approach creates a unified view of the customer journey.
Although the transformation of measurement is not complete, embracing these principles will set the standard for the future. Resources on ad measurement can help navigate the changes and create a foundation for sustainable growth.
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The New Playbook for Measurement: Lessons From Mobile, Where It All Started
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