Ad Measurement Trends H2 2024

Bringing Together Walled Gardens and Open Web Attribution

30.1% of marketers believe media mix modeling (MMM) is the best type of measurement to identify the drivers of business outcomes, according to an EMARKETER survey conducted with Snap.

Privacy concerns and Google’s decision to make third-party cookies consent-based in Chrome is prompting marketers to reshape their ad measurement strategies. Our analyst report explores how the industry is adapting to these challenges across walled gardens and the open web.

Here are three key takeaways from the “Ad Measurement Trends: Bringing Together Walled Gardens and Open Web Attribution” analyst report:

Signal loss is driving advertisers toward channels with large, logged-in audiences.
Retail media networks are attracting more programmatic ad spending.
How MMM and incrementally fit into a multifaceted measurement approach.

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Ad Measurement Trends H2 2024

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Bringing Together Walled Gardens and Open Web Attribution

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