The Cross-Platform Conundrum

Without Standardization Measurement Is Inherently Fragmentary

One of the biggest challenges for Brands and Agencies alike is maintaining solid strategic footing, despite an ever-shifting technological landscape. Keeping up-to-date with viewing habits and market offerings can be a full-time job. But as advertisers adapt to media’s new world order, they face another obstacle, one of equal importance: the inability to generate, track, and compare media measurement across platforms.

We all know that data is more important than ever before. But Brands want more than just raw exposure data. They want assurance that their advertisement is not just reaching its intended, targeted audience, but that its message is being digested and retained. That those three-second views on social media translate to meaningful interactions. And just how the impact of those views compares with an ad placed in another environment. However, truly useful metrics require industry-wide standardization. As reported by MediaPost, “Without standardization, marketers find it exceedingly difficult to maintain messaging consistency, to understand what they are buying and where they are buying it, and to measure the effectiveness of their campaigns.” But while standardization is a Herculean task, progress is being made. “There are various options available in market today, from independent bodies like DigiTrust, which is housed within the Interactive Advertising Bureau Tech Lab, from collective efforts like the Ad ID Consortium, as well as from buy-side players like The Trade Desk’s Unified ID Solution.”

Brands want more than just raw exposure data. They want assurance that their advertisement is not just reaching its intended, targeted audience, but that its message is being digested and retained.

As audience-based ad buying options continue to grow, the ability to target and track engagement efficacy is critical. And while many so-called ‘walled-garden’ platforms will, no doubt, be reluctant to share proprietary data, without standardization of audience measurement, the potential of the new, vast array of advertising opportunities will never be realized. This is a problem that demands a solution. And with government regulation looming, it is a problem that requires immediate action. But solving it will require two things that competing businesses are notoriously reluctant to offer: cooperation and sacrifice.

If keeping on top of all these changes feels overwhelming, you’re in the right place. At Tylie, we nerd out on this type of stuff so you don’t have to. Let your trusted experts advise you and keep you in the loop.

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