Advertisers rely on identity crosswalks as a critical tool for linking identifiers across data sets and platforms without exposing personal information. This white paper from the Identity Resolution Working Group of the Cross-Platform Measurement Council provides a brief practical introduction to crosswalks and how to implement them effectively. It outlines common operational models, covers use cases for brands, agencies and publishers, and addresses accuracy, privacy and match rate considerations. The guide offers advertising researchers and data practitioners clear, actionable steps for navigating the complex identity landscape.
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As privacy regulations and the deprecation of third-party cookies limit access to individual-level consumer data, advertisers are increasingly forced to rely on aggregate metrics to evaluate marketing effectiveness. This MSI working paper introduces a novel, two-stage, marketing mix modeling framework designed specifically for cookie-free environments. By combining machine-learning–based directional prediction with classical econometric calibration, the approach demonstrates how firms can extract reliable signals about campaign effectiveness—even from short, noisy, aggregate time series—while maintaining interpretability and practical relevance for marketing decision-making.
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Randomized experiments are widely viewed as the gold standard for measuring advertising incrementality, yet advertisers run them far less often than theory would predict. This MSI working paper develops a game-theoretic model of online advertising to explain why. By explicitly modeling the fixed and opportunity costs of experimentation—and the strategic role of ad platforms in setting reserve prices—the study shows how platforms may rationally discourage experimentation even when learning ad effectiveness could improve allocation efficiency. The findings offer a new economic explanation for persistently low experimentation rates in digital advertising markets.
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Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.
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