At our Insights Studio on March 22, 2022, we discussed industry privacy changes and how this new wave of privacy regulations is reshaping the marketing measurement landscape.
Angelina Eng, VP, Measurement & Attribution, Programmatic+Data Center at IAB provided 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. Angelina then discussed IAB’s Plan of Action framework for how marketers should adapt to these changes. Matt Voda, OptiMine CEO, shared details on Google Topics, what it is, how it works and how it will impact marketing measurement.
Attendees learned where changes in the marketing measurement landscape will be felt the strongest and improved their understandings of marketers disconnects between perceptions and reality of the specific data and measurement disruption.
Attendees will receive the following reports…
“IAB – State of Data 2022”
• IAB’s research surveys over 200 industry leaders, brands, agencies and publishers to surface how the inability to capture data and measure success will disrupt the industry.
• The research report provides an action plan to address the measurement issue to help guide brands through this disruption.
OptiMine guide – “How to Future-Proof Your Marketing Measurement”
• The OptiMine guide provides a best practices framework for brands on how to future-proof their marketing measurement.
• Includes guidance gleaned from successful brands who’ve crossed this measurement chasm using proven approaches.