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MTA (multi-touch attribution)

Standardizing and Scaling Cross-Platform Measurement

Standardizing and Scaling Cross-Platform Measurement

Lindsey Woodland, Ph.D. – Group VP of Data Science, 605

Jes Santoro – EVP, Advanced TV & Video, Cadent



Lindsey Woodland (605) and Jes Santoro (Cadent) presented a case study of a big box retailer to demonstrate their standardized, scalable process for cross-platform measurement and reporting. The retailer’s 2020 holiday campaign benefitted from the identification, scaling and targeting of a selected custom-curated audience. Activation within premium inventory involved broadcast, cable and CTV ads served to targeted households. Including CTV in the media plan added many medium and light linear viewers. Measurement and analysis of the campaign indicated that the retailer achieved their campaign objectives, which included acquiring new customers and competitive shoppers, while defending their base of loyal customers. The campaign’s incremental ROAS was $5. Additionally, peak performance for total visits and unique visitors occurred at four exposures. The highest volume of unique visitors occurred within a week after first campaign exposure.

Key Takeaways

  • It is essential for advertisers to measure the reach and effectiveness across multiple avenues of ad exposure rather than consider exposures in platform silos. The importance of this approach will increase as media consumption continues to evolve and cross-platform consumption grows.
  • Understanding which targets can not only be reached but also activated by various platforms results in more effective campaign planning.
  • Based on this knowledge clients can shift dollars between channels to better optimize their campaigns in real time and prior results can be used to inform future work.
  • Marketers can sub-target their campaigns by creating multiple targets, based not only on media consumption, but also media responsiveness to improve each targets’ projected ad effectiveness.
  • An effective causal multi-touch attribution (MTA) approach should provide stable, reliable results that have been researched and tested across hundreds of real campaigns and simulated data to ensure that the approach is yielding accurate results.

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Going Steady: How Long Will (My Cross-Media Campaign) Last?

Going Steady: How Long Will (My Cross-Media Campaign) Last?

Brian Pugh – Chief Information Officer, Comscore

Tania Yuki – CMO & EVP, Digital, Comscore



In this session, Tania Yuki and Brian Pugh of Comscore explored the impact of frequency and latency in cross-platform advertising effectiveness. In her opening, Tania demonstrated consumer trends and touchpoints to better understand cross-media, in terms of reach and optimizing platforms for specific outcomes. In her discussion, Tania acknowledged the challenges of measurement due to the constant introduction of new innovations and the adoption of new behaviors to track. She also recognized the considerable increase in connected devices per household since the pandemic. Tania pointed out complexities in the current media ecosystem from the increase in which media has merged despite being separate platforms (e.g., linear TV, social media, online video, etc.). In addition to all the changing behavior in media consumption, the speaker noted the emergence of Generation Z is beginning to change the rules for establishing brand love and loyalty. In his discussion, Brian examined findings from the measurement of 400 cross-platform campaigns to understand trends in terms of platform mixes. Brian noted the continued growth of social media and CTV along with the decline in linear TV, though he acknowledged linear still remained "king." Furthermore, he found that multi-screen campaigns performed better than single-platform campaigns.

Key Takeaways

  • The number of connected devices per household has increased from 9 to 12 since the pandemic, creating a more complex path in which to reach consumers.
  • Despite being separate platforms (e.g., linear TV, social media, online video, etc.) media is “inextricably commingled together,” leading to "context switching and about getting the right content to the right consumer."
  • In terms of long-form video, "Linear television is still the juggernaut in the room at 205 billion [viewing] hours." Total video across linear, CTV and digital grew 5% year-over-year in the U.S. CTV viewing increased by 14% of the total hours watched.
  • Short-form video continues to rise in popularity through Instagram Reels, TikTok and YouTube Shorts. This trend in short-form video consumption is growing in double-digit percentages and redefining video consumption across mobile and connected TV screens.
  • The emergence of Generation Z is changing the marketer approach to brand love and establishing loyalty and building long-term value as their consumer behavior is in contrast to previous cohorts. This is specific to their lack of brand loyalty.
    • In terms of media consumption, Generation Z are heavy movie watchers (37%), preferring dramas (29%) and cooking shows (23%). Additionally, they expressed interest in local news and documentaries.
  • Social media is still growing (11%) but there are fewer linear TV households (-9%) as people are consuming media elsewhere and CTV has increased substantially (32%).
    • Though there was a clear decline in linear TV viewership, linear TV remains supreme regarding total viewership for one channel.
  • In terms of incremental reach over the length of a campaign, linear TV reached a lot of viewers in the early part of a campaign, but over time the study indicated "reaching incremental people on CTV and digital more often." This finding acknowledged the advantages of a cross-screen campaign in terms of optimizing reach.
  • Adding screens in a campaign improved brand lift but the variability of results also increased. Additionally, results for ad recall and other variables followed a similar pattern. It was noted that the optimal platform mix depended on the target audience.

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Charting the Course for Third Party, Cross-Media Audience Measurement

Charting the Course for Third Party, Cross-Media Audience Measurement

Tina Daniels – Managing Director, Agency & Brand Measurement Analytics, Google

Nicole Gileadi – Global Product Lead, Google

In this session, Tina Daniels and Nicole Gileadi examined Google's principles for charting the course for third-party cross-media audience measurement. Tina acknowledged more third-party measurement companies were expressing interest in working more closely with Google, given their stature as the world's largest video provider. In her discussion, she acknowledged that this interest generated the need for Google to create a set of principles to offer to both measurement companies and key clients to guide the process. After reviewing these principles Tina and Nicole held an open discussion regarding these principles. Topics of the discussion included premium and high-quality content, long-form versus short-form video and the measurement of this content. In addition, Nicole touched on the importance of content and the context surrounding an ad. Other areas included the idea of exposure metrics (e.g., Where is my audience? Did I reach them?) in addition to providing signals to conduct an impact analysis.

The following are the five principles Google shared with the industry, to act as guidance for third-party measurement companies interested in working with Google:

  1. Google expects measurement companies to be comprehensive, meaning a holistic view of audiences across all platforms.
  2. Measurement should be fair and comparable.
  3. Privacy-centricity is extremely important. Only privacy-centric solutions can meet consumer expectations and be durable for marketers in the long term.
  4. Independent & Trustworthy, meaning both objective and transparent, ideally with third-party endorsement like the MRC.
  5. Measurement solutions must be actionable for advertisers.

Key Takeaways

  • The struggle that the advertising and marketing industry is currently having is that "there is no universal definition of content quality that is easily measurable in cross-media systems."
  • "Content quality is being used as this proxy for content impact." For example, "What is the impact of the content on my brand equity, my campaign objective, by marketing or business objectives?" All of these factors are specific to the marketer, the brand and the campaign.
  • When it comes to exposure metrics, advertisers and marketers should be consistently counting impressions across all channels, "because you need to count things to value them."

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Attribution & <em>Analytics</em> Accelerator 2022

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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A Guide to Validating Marketing Performance Models

A Guide to Validating Marketing Performance Models

Over the last dozen years, marketers have seen numerous analytical models surface to help guide data driven decision-making. Yet, many remain unsure of how trustworthy such models are. That’s why the Attribution Working Group of the ARF Cross-Platform Measurement Council put together this guidebook to help arm all stakeholders with a basic understanding of marketing performance model validation issues. This paper includes a set of considerations and questions that encourage and facilitate dialog between end clients and model providers about the performance of marketing performance models.

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Validation of Performance Measurement Models

Validation of Performance Measurement Models

  • Author: Nolan Panno, Clear Channel

On October 19, 2022, the ARF Cross-Platform Measurement Council brought together a panel of performance marketing experts to discuss the importance of model validation. Attendees gained a greater understanding of why it’s important, all the ways it can be done, the various types of validation methods, as well as how to implement the results. Jim Spaeth (Partner, Sequent Partners) moderated an insightful discussion with experts Ron Berman (Assistant Professor of Marketing, Wharton Business School), Elea Feit (Associate Dean of Research and Associate Professor of Marketing, Drexel University’s LeBow College of Business), and Sachin Puri (Chief Marketing Officer, WP Engine).

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Unified Measurement Showcase (Event Summary)

Unified Measurement Showcase (Event Summary)

  • Alice K. Sylvester
  • LEADERSHIP LAB

The ARF’s Cross-Platform Measurement Council Attribution Working Group, chaired by Helen Katz of Publicis, issued invitations to many marketing mix and attribution modelers to share blinded case studies involving unified measurement. The goal was to see unified measurement in action, to see the scope of the analyses and the business results associated with the tool. The Cross-Platform group reviewed submissions and selected six companies to present their case studies. Editor’s Note: The full report is available to members only.

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