Marketers, media agencies and ad-tech companies have been working to develop methods to measure the effectiveness of digital advertising as tracking cookies gradually disappear<\/a>. Chief marketing officers at many companies are mindful of business outcomes.<\/p>\n \u201cEven before the pandemic, there\u2019s been more attention on understanding the impact of media, and there\u2019s more pressure on the CMO to be able to show accountability around performance,\u201d Peter Vandre<\/a>, chief analytics officer at Dentsu Media US, said in this interview with Beet.TV.<\/p>\n Amid the demand to find greater efficiencies in media spending, Vandre sees three developments that will replace current measurement methods such as tracking cookies. First, advertisers will measure digital ad performance in terms of \u201cqualified clicks\u201d \u2013 or consumer engagements that result in a specified outcome. Second, media sellers including search engines, social networks and publishers are developing solutions to measure ad performance. Third, audience modeling is becoming more sophisticated.<\/p>\n \u201cI see modeling becoming more and more granular to try to understand not only how are we driving high-level impacts across media, but modeling more specific actions \u2013 downstream engagement,\u201d Vandre said.<\/p>\n The heightened awareness about consumer privacy is the major impetus for developing an alternative to tracking cookies. Those efforts include Unified ID 2.0<\/a> backed by demand-side platform The Trade Desk, and proprietary solutions that ask consumers for consent to be tracked.<\/p>\n \u201cWe\u2019re focused on person-based identity overall,\u201d Vandre said. \u201cThe big question is: how do you scale that? How do you build the connections between that identity and publishers? That\u2019s an area we\u2019re spending a lot of time on.\u201d<\/p>\nReplacing Tracking Cookies<\/h3>\n
Identity and Privacy<\/h3>\n