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Cross-media measurement is the practice of measuring and evaluating the effectiveness of advertising and marketing campaigns across multiple media channels. In today’s media landscape, consumers are consuming content across a variety of platforms, including TV, social media, OTT, mobile, VR, OOH, and more. As a result, advertisers need to understand how their advertising is performing across all of these platforms to optimize their media mix and achieve their marketing goals. Cross-media measurement enables advertisers to measure the impact of their campaigns across multiple channels and make informed decisions about how to allocate their media budget. But the goal has remained the same: to derive actionable customer insights, optimize ad performance, and drive ad spend ROI. What does that mean for companies today? Well, the way we measure audiences across all platforms and devices has evolved to reflect the way people consume content—which is faster and in a much larger volume than ever. And since this new privacy-first digital economy is all about data privacy and customer trust, brands need to reconsider and evaluate their old approach, which won’t be as effective in this new era. In this new privacy-centric digital economy, brands can’t track consumers without their explicit consent and must now pivot—and find new ways to conduct cross-media measurement, in real-time with extreme accuracy. As user behavior and preferences change as they interact with different types of media across channels, the number of hoops brands are required to jump through to attain real-time insights is more complex and challenging In this eBook, we explore the challenges brands face in this new privacy-first economy, how current approaches are falling short, and why it’s critical brands adapt their cross-media measurement to succeed in a privacy-centric world. |
