It’s time to challenge the status quo for audience targeting and measurement.
Many marketers have become highly dependent on the comfort of retargeting and the convenience of cookie-based ‘deterministic’ audiences. As a result, they readily accept the standard reports that claim that their ads are being served in the proper places (and not to bots).
But vanity metrics will be exposed, requiring marketers to abandon the ‘easy’ option and put in the work to determine what strategic changes must occur to drive growth for their brands.
Marketers need new ways to effectively reach audiences and drive results. That means testing new measurement partners, activating more private marketplaces and direct buys, and using technology to expand measurement capabilities beyond historical defaults. Brands must test and learn, benchmarking performance with cookies versus cookieless, to stay ahead of the competition.