ARF Insights Studio: The Measurement Dilemma — Navigating Privacy-Driven Disruption
March 22, 2022 @ 12:00 PM – 1:00 PM ET
AGENDA
Industry privacy changes and a new wave of privacy regulations are reshaping the marketing measurement landscape. Traditional forms of measurement will no longer be viable as privacy-driven data loss impacts accuracy, coverage and reliability. Yet despite marketers’ awareness of these disruptions, too few are acting now to prepare.
On March 22 at our Insights Studio, the IAB will provide an overview of the measurement dilemma marketers face today, what specific areas of measurement are being disrupted, and the recent research covering how marketers are adapting. The IAB will share their Plan of Action framework for how marketers should adapt to these changes. OptiMine will dive into details on Google Topics, what it is, how it works and how it will impact marketing measurement.
Key Takeaways:
- Learn how data disruption is fundamentally altering the marketing measurement landscape
- Where changes will be felt the strongest and how they will reshape today’s approaches to measurement
- Understand important marketer disconnects between perceptions and reality of the specific data and measurement disruption
12:00 – 12:05pm
Welcome
Paul Donato — Chief Research Officer, ARF
12:05 – 12:15pm
Overview: The Measurement Dilemma Marketers Face Today
A discussion on the findings of IAB’s fifth annual State of Data report — why advertisers are on the brink of losing their ability to measure advertising campaigns and how privacy legislation, deprecation of third-party cookies/IDs, and cross-media addressability constraints and innovations are impacting the digital advertising industry.
Angelina Eng — VP, Measurement & Attribution, Programmatic+Data Center, IAB
12:15 – 12:35pm
Google Topics: How Will it Impact Marketing Measurement?
An in-depth educational review of Google Topics – what it is, how it works, and how it will impact marketing measurement and a major part of the digital marketing ecosystem.
Matt Voda — CEO, OptiMine
12:35 – 12:55pm
Panel Discussion/Audience Q&A: Preparing Marketers for What’s Next
Data disruption is fundamentally altering the marketing measurement landscape. The panel will review where these changes will be felt the strongest and how they will reshape today’s approaches to measurement.
Angelina Eng — VP, Measurement & Attribution, Programmatic+Data Center, IAB
Matt Voda — CEO, OptiMine
Moderator: Paul Donato — Chief Research Officer, ARF
12:55 – 1:00pm
Closing Remarks
Paul Donato — Chief Research Officer, ARF