Measurability has changed drastically since the dawn of the digital era. Traditional metrics no longer provide a true indication of success and effectiveness. So why has measuarbility changed so quickly and profoundly?
1. TRAFFIC SUPPLY HAS QUICKLY BECOME A COMMODITY
All major sites are using ad servers to help deliver campaigns that have been pooled into the major SSPs. This makes the ability to buy large amounts of traffic off major sources much simpler and more automated, including basic A/B testing of creative.
2. TECHNOLOGY HAS DEVELOPED THAT ALLOWS THIS TRAFFIC TO BE PURCHASED ON A REALTIME BIDDING (RTB) BASIS
These programmatic buys can also have a data layer applied, making consumer engagement and marketing programs far more efficient. This level of data-based buying has allowed for brands to interact with their consumers on a one-to-one (addressable) basis.
3. BRANDS HAVE TAKEN CONTROL OF THEIR AD SPEND
The rise of in-house trading desks and direct bidding are enabling client-side marketers to wrestle control from agencies, who have typically looked at delivering upper funnel activity, rather than the more difficult performance-based metrics brands are interested in. When an advertiser takes control of data and marketing spend, the end result is far more efficient ad buying, which requires a more holistic approach to attribution and measurement. It’s the brands forcing the evolution of measurement, and for the better.
To read more about the Evolution of measurability, read the whitepaper now.