Fixing Measurement (with Tameka Kee)
Adtech Unfiltered
00:00
Rethinking Media Metrics in Advertising
This chapter examines the limitations of traditional sales metrics in advertising, particularly the pitfalls of last-touch attribution that oversimplifies consumer behavior. It emphasizes the need for innovative measurement techniques, collaboration within the industry, and a balanced approach to data privacy and utility. Highlighting new developments in synthetic data and engagement strategies, the discussion points to a future where enhanced measurement methods can better serve both advertisers and consumers.
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