Measurement is having what may be the biggest shake-up yet in 2024, with cookie deprecation looming, and AI and signals taking over from traditional attribution. For anyone running Paid Media, particularly upper funnel Social or Brand campaigns, this might be worrying! Amy shares practical ways to evolve measurement using 1st party data, with options for brands at both ends of the brand / performance spend spectrum. Plus, what 3rd party tools & new platform options are available to help you understand what impact your spend is having on business goals.

1. Amy Stamper
Head of Paid Social
How to measure Paid
Media in a
Post-C🍪🍪kies World.

2. Agenda Ba
Market Conditions
Recap - the story so far
What are the challenges?
How to still succeed
A word on Attribution
What’s next?
1
2
3
4
5
6

3. Market
Conditions

4. Macro factors are making
the issue with measuring
advertising, even more
pressing.

5. What is at the top of mind
for marketers right now?

13. Recap - The Story
So Far

14. Measurement is always tricky -
and has become much more
complex in the last 3 years.

15. Where are we now?
Digital advertising ecosystem is increasingly
focusing on user privacy.

16. Where are we now?
Users are increasingly feeling lack a of visibility
into, and control over, how their data is being
used.

17. Where are we now?
1. Transparency 2. Choice 3. Control

18. User demand
Awareness of how ad data and
tracking works, and desire for more
privacy online
Where are we now?

19. News and events
High profile coverage of big tech’s role
in issues like US elections, Brexit
Where are we now?

20. Current legislation
Catching up with tech innovations and
user demands - including GDPR,
CCPA, DPA
Where are we now?

21. Perceived future demands
Further changes anticipated based on
consumer expectations & regulation
Where are we now?

22. iOS14

23. iOS14

24. A quick word on what’s not
changed
1st party data
→ Platforms own their
own 1st party data
through PII graphs
On-platform
behaviour
→ Still able to learn
about opted-out
users’ interests and
behaviour
Ad eligibility
→ Still able to serve
ads to users even if
they’ve opted out
of targeted or
personalised ads
1 2 3

25. But a lot else is already changing…

26. But a lot else is already changing…

27. It was never *easy* to
measure Paid Social
performance!

28. Paid Social is rarely a last-touch
channel, meaning measurement
needs to be carefully considered

30. Awareness
Interest
Desire
Action

32. The journey to conversion is not linear
More research
77%
of consumers who made a
purchase decision needed
up to six months to decide
Sources: Google/Kantar, Consideration Study 2022 | Google-commissioned Ipsos Consumer Continuous 2022

33. The journey to conversion is not linear
More research
77%
of consumers who made a
purchase decision needed
up to six months to decide
More openness
47%
of consumers in surveyed
markets have purchased at
least one new brand they’ve
never bought before in the
past month
Sources: Google/Kantar, Consideration Study 2022 | Google-commissioned Ipsos Consumer Continuous 2022

34. What are the
challenges?

35. Challenges
Proving cause
& effect
It’s not easy to
estimate the true
effects of marketing
interventions when
isolated from other
factors.
It takes time Siloed
thinking

36. Challenges
Proving cause
& effect
It’s not easy to
estimate the true
effects of marketing
interventions when
isolated from other
factors.
It takes time
We need to
continually balance
business decisions
that drive long-term
growth against the
short-term returns
required.
Siloed
thinking

37. Challenges
Proving cause
& effect
It’s not easy to
estimate the true
effects of marketing
interventions when
isolated from other
factors.
It takes time
We need to
continually balance
business decisions
that drive long-term
growth against the
short-term returns
required.
Siloed
thinking
Fragmented
approach and teams
lead to inconsistent
views and no clear
unified method.

38. Investing in marketing is
especially important
throughout times of crisis,
such as the current
recession.

39. Research shows that growth
comes from brand investments

40. Source: Les Binet and Peter Field
And avoids falling into
short-termism, alienating your
future audience
Sales uplift
over base
Time
Short term effects dominate - 6 months
Sales activation
Short-term sales uplift
Brand building
Long-term sales growth
Research shows that growth
comes from brand investments

41. Brand building is key to
long-term brand profitability
Field, P. (2018) Brands need building. Commercial Communications Council, New Zealand.

42. Solutions
Proving cause
and effect
Be aware of
limitations, but
gather quality
evidence to aid
decision-making.
It takes time Siloed
thinking

43. Solutions
Proving cause
and effect
Be aware of
limitations, but
gather quality
evidence to aid
decision-making.
It takes time
Find ways to
measure the long
term, today.
Siloed
thinking

44. Solutions
Proving cause
and effect
Be aware of
limitations, but
gather quality
evidence to aid
decision-making.
It takes time
Find ways to
measure the long
term, today.
Siloed
thinking
Work to shared
goals. Blend
longer-term
measurement &
short-term
attribution.

45. How to still
succeed (& grow!)

46. Be clear on
your goals,
objectives and
KPIs

47. Example: Strategy on a slide
Drive
revenue
efficiently
Reach &
engage new
customers
Brand lift
New user
traffic
Revenue,
ROAS
OBJECTIVES KPIs
Cold
Hot
AUDIENCE
Warm

48. Get buy-in for
longer-term
marketing efforts

49. TikTok’s Impact on Brand Search
Awareness spend
had a huge
impact on Paid
Branded Search
Demand

50. Share of Search also increased during
brand campaign

51. What is
Share of
Search?

52. Make your
own case
studies

53. Lift Studies help quantify our impact

54. Lift Studies help quantify our impact
Conversion Lift
Brand Lift

55. Lift Studies help quantify our impact
Help to understand
the impact of your
advertising on brand
awareness.
Brand Lift Conversion Lift

56. Lift Studies help quantify our impact
Help to understand
the impact of your
advertising on brand
awareness.
Understand the true
value of your ads at
driving incremental
sales / conversions
Conversion Lift
Brand Lift

57. New in for 2024…
SEARCH LIFT CHANNEL LIFT

58. Multi-cell
geographic
holdout
tests
Test
Incremental uplift
Test
Test
Control
Privacy-proof by design

59. A word on
attribution

60. https://www.thedrum.com/opinion/2023/02/23/digital-attribution-dead-les-bine
t-tells-us-why-marketers-need-econometrics-2023

61. https://martech.org/is-attribution-dead-the-answer-is-yes-and-no/

62. https://clearbit.com/blog/attribution-modeling-isnt-dead

63. Matching two data points, such as
clicks to purchases.
Attribution

64. Looks to measure true
effectiveness of advertising
activities.
Measurement /
incrementality

65. Tries to attribute
on singular user
level.
Uses a statistical
approach.
Attribution Measurement

66. Collect
relevant
factors for
performance
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Marketing Mix Modelling

67. Collect
relevant
factors for
performance
Advanced
statistical
analysis to
connect dots
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Marketing Mix Modelling

68. Collect
relevant
factors for
performance
Advanced
statistical
analysis to
connect dots
Quantify each
activity’s
effectiveness
and impact
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Marketing Mix Modelling

69. ✅ short term
✅ accessible
❌ data-reliant
❌ simplistic
Attribution Measurement

70. ✅ short term
✅ accessible
❌ cookie-reliant
❌ simplistic
❌ longer-term
❌ can be costly
✅ privacy-proof*
✅ multi-channel
Attribution Measurement

71. In-platform DDA-based advertising will be working as efficiently as possible, assuming offline data import
and other hygiene factors are considered.
Media Effectiveness Maturity Journey
Ensure analytics and ad
data is clean and accurate

72. Determine the incremental effect of introducing new channels, testing new campaign
types, and activating in new geographies.
In-platform DDA-based advertising will be working as efficiently as possible, assuming offline data import
and other hygiene factors are considered.
Media Effectiveness Maturity Journey
Ensure analytics and ad
data is clean and accurate
Run platform experiments

73. Determine the incremental effect of introducing new channels, testing new campaign
types, and activating in new geographies.
Taking environmental and offline advertising impacts into account,
look at the sales contribution from all media activity.
In-platform DDA-based advertising will be working as efficiently as possible, assuming offline data import
and other hygiene factors are considered.
Media Effectiveness Maturity Journey
Ensure analytics and ad
data is clean and accurate
First media mix model
Run platform experiments

74. Determine the incremental effect of introducing new channels, testing new campaign
types, and activating in new geographies.
Taking environmental and offline advertising impacts into account,
look at the sales contribution from all media activity.
In-platform DDA-based advertising will be working as efficiently as possible, assuming offline data import
and other hygiene factors are considered.
Refine the model and process. Produce more realistic
forecasts. Start scenario planning with confidence.
Media Effectiveness Maturity Journey
Periodical experimentation
and model refinement
Ensure analytics and ad
data is clean and accurate
First media mix model
Run platform experiments

75. What’s next?

76. What’s
next? Ba
Bolster your data resilience
Broaden your objectives
Explore cookie-less
measurement
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