{"id":6886,"date":"2024-06-12T01:32:51","date_gmt":"2024-06-12T05:32:51","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/06\/12\/modern-media-harder-to-measure-harder-to-activate-and-harder-to-optimize\/"},"modified":"2024-06-06T15:34:25","modified_gmt":"2024-06-06T19:34:25","slug":"modern-media-harder-to-measure-harder-to-activate-and-harder-to-optimize","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/modern-media-harder-to-measure-harder-to-activate-and-harder-to-optimize\/6886\/","title":{"rendered":"Modern Media: Harder to Measure, Harder to Activate and Harder to Optimize"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By<\/em>\u00a0<em>Steve Bagdasarian, Chief Commercial Officer, Comscore<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We are at a tipping point in\u00a0media; a threshold\u00a0between one era and another. Already, we can speak of \u201cmodern\u00a0media\u201d as a clear departure from the past. From channel fragmentation and convergence to privacy and signal deprecation,\u00a0modern\u00a0media\u00a0presents unique challenges that defy conventional methodologies and make\u00a0measurement, activation and optimization more challenging than ever before.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This year&#8217;s upfronts highlighted the need for advertisers and\u00a0media\u00a0buyers to integrate their strategies across all platforms\u2014linear TV, streaming, and digital\u2014ensuring no audience segment is overlooked.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There are no easy workarounds.\u00a0Modern\u00a0media\u00a0needs\u00a0modern\u00a0infrastructure, not scaffolding, and fundamental changes rather than small adaptations.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Navigating Fragmentation and Convergence<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Today&#8217;s\u00a0media\u00a0environment is a complex blend of traditional and new, where linear television intersects with digital platforms and streaming services. This convergence has led to a fragmented\u00a0media\u00a0landscape where advertisers must navigate a mix of channels. This year&#8217;s upfronts are more than a buying event; they represent a pivotal moment for the industry to embrace a more holistic\u00a0measurement\u00a0framework that reflects not only the diverse ways audiences consume\u00a0media\u00a0today but also how\u00a0media\u00a0performs across channels.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Each channel offers distinct advantages and reaches different segments, complicating the task of forming a unified\u00a0media\u00a0strategy. Advertisers are compelled to master these platforms, each requiring bespoke strategies that can integrate seamlessly to realize the strengths of each medium.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The challenge for advertisers is to maintain a cohesive brand message across these platforms. The complexity at every level of the value chain has increased, particularly in\u00a0measuring\u00a0media\u00a0consumption, which has become more challenging and resource-intensive.\u00a0Media\u00a0professionals must now account for multiple touchpoints in a consumer&#8217;s journey, ensuring that each interaction is accurately captured and attributed to the correct channel.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Measurement\u00a0must evolve to meet this challenge. To solve for endemic fragmentation in\u00a0modern\u00a0media,\u00a0\u00a0modern\u00a0measurement\u00a0must include digital and television\u00a0media\u00a0and be both widely accepted and broadly integrated.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Shift to Privacy-Centric, ID-Free Solutions<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">As privacy regulations tighten and digital platforms evolve, the traditional foundations of\u00a0media\u00a0exchange are eroding. This evolution has diversified the signals available\u2014from first-party data to universal IDs\u2014pushing the advertising industry away from reliance on any single identifier.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The future of advertising is moving towards either adopting a multi-ID system or completely abandoning IDs altogether. This transition necessitates a departure from traditional reliance on cookies and other tracking mechanisms, which are too slow for today&#8217;s fast-paced\u00a0media\u00a0environment and limit the ability to make timely optimizations during a campaign&#8217;s lifecycle.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The move towards ID-free programmatic solutions is crucial for adapting to these changes. Such infrastructures must prioritize privacy and adapt to the deprecation of traditional signals, allowing advertisers to maintain effective targeting and publishers to support addressability without reliance on any single identifier.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This shift aligns with a privacy-forward approach and facilitates the transition from retrospective analysis to real-time campaign adjustments. By responding swiftly to market dynamics and consumer interactions, advertisers can enhance overall campaign effectiveness and ROI.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Enhancing Real-Time Capabilities and Data Utilization<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The capability for real-time data analysis and application has become paramount. Advertisers must leverage technologies that allow for the immediate use of data to inform campaign adjustments and\u00a0media\u00a0buying decisions. This approach enables a more dynamic interaction with\u00a0media\u00a0channels, where decisions can be made on the fly based on the latest consumer data and engagement\u00a0metrics.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Advertisers must not only collect vast amounts of data but also synthesize and apply this information to optimize\u00a0media\u00a0strategies. This requires sophisticated data management platforms and analytical tools that can process and analyze data from diverse sources, providing insights that drive\u00a0media\u00a0planning and execution.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Measuring\u00a0media\u00a0impact is difficult, activating campaigns quickly is challenging, and optimization strategies need to evolve continually. Overcoming these challenges demands the adoption of new technologies and methodologies that prioritize privacy, enhance real-time capabilities, and leverage comprehensive data across all\u00a0media\u00a0forms.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By embracing these solutions, we can redefine\u00a0media\u00a0strategy and execution standards, ensuring relevance and success in the\u00a0modern\u00a0media\u00a0landscape.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By embracing these solutions, we can redefine\u00a0media\u00a0strategy and execution standards, ensuring relevance and success in the\u00a0modern\u00a0media\u00a0landscape.<\/p>\n","protected":false},"author":7,"featured_media":6887,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-6886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Modern Media: Harder to Measure, Harder to Activate and Harder to Optimize | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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