With the discontinuation of third-party cookies, two questions arise for advertisers: how do I still reach my audience – and how can I measure success?
At Adverity, we are naturally more concerned with the second question and want to help our clients understand how effective their advertising actually is. Various models can be used for this, which have been known to marketers in one form or another for a number of years – and in some cases have also been condemned thoroughly.
A few years ago, the answer to the question of advertising effectiveness was still clear: attribution modeling. But even here there were limitations.
The limitations of attribution modeling
Due to walled gardens – platforms that distribute their specific targeting data only in combination with their own inventory and don’t grant access to the collected data – for example, it was neither possible to fully capture the customer journey nor to include offline contact points.
Today, with third-party cookies phasing out, attribution modeling has become almost impossible. The principle now only works if users fully consent to the tracking of the customer journey on the website – otherwise tracking is interrupted and marketers are consequently unable to measure their entire marketing funnel with this model.
This is also confirmed by a recent Nielsen study: only 54% of respondents said that they can measure the ROI for their entire marketing funnel. Attribution modeling is therefore only reliable when third-party cookies become first-party cookies.
For this reason, marketers must turn to other technologies that can help them evaluate the effectiveness of their marketing mix. And one technology that has been on the rise in recent months is market-mix modeling.
Now you might ask, how is this dinosaur-like, very traditional form of measurement supposed to solve these challenges? And in fact – the environment for the formation of such a model has never been as good as it is now. We see today a completely different, improved, and democratized access to data and incomparably better possibilities to create high-quality data sets. This is the ultimate foundation for good results.
Advertisers are looking at a new type of data that is not less complex, but simply different. The data is no longer user-related, but aggregated – but even from this, a lot of insights can be derived that are very valuable for a company.
Market-mix modeling is currently taking off again, and with the best framework conditions: The appropriate tools are available, organizations can now build and use a single source of truth and there has never been such a high proportion of digital ad spend. When market mix modeling is built on a high-quality data set, it is more accurate than attribution modeling can ever be.
At the d3con conference, various experts discussed the challenges that marketers are currently facing in the area of programmatic – including our very own Product Lead, Christoph Bodenstein.