There are four key reasons why improving digital media measurement is a complex challenge.
- Transparency in data
Many programmatic technologies and ad networks withhold the granular, log-level
data needed for advertisers to understand the impact of their media buys.
- Siloed channels
Traditional mediums like TV and print provide very little actionable data. Even channels such
as paid search and affiliate are limited. Many marketers are hesitant to change programmatic measurement as current click-based measurement can be easily compared with other channels. Marketers need to question what means more to their activity: ease or accuracy.
- Walled gardens
Walled gardens platforms such as Facebook and Google keep a lot of the performance
data to themselves, restricting tracking and measurement methods that can be used on
other programmatic channels.
- Stakeholder inertia
Changing your approach to measurement can be a tricky sell internally. There is an education process to undertake before you can get buy-in. Also senior management can prioritise simplicity in measuring across all media, not wanting to disrupt other more established media channels.
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