eMarketer：2024年下半年广告测量趋势报告：整合围墙花园与开放网络归因（英文版）（14页）.pdf

1、OCT 2024Evelyn Mitchell-WolfBringing Together Walled Garden and Open Web AttributionAd Measurement Trends H2 2024The long-awaited depreciation of third-party cookies in Chrome is on hold again,but measurement challenges remain.As privacy legislation gathers steam,advertisers are revitalizing an old-

2、fashioned tactic,media mix modeling,to get the full picture of how paid media drives outcomes.This EMARKETER analyst report examines how advertisers can achieve comprehensive measurement across channels and platforms.Compliments ofCopyright 2024,EMARKETER Inc.All rights reserved.Page 2Compliments of

3、ContentsExecutive Summary 3Holistic measurement has been made more challenging by signal loss 4Platforms with first-party consumer data will continue to expand their ad market influence 4Retail medias importance has increased as legacy identifiers blink out 4Smaller open web publishers will become d

4、ependent on alternative IDs and browser-backed solutions 6Successful alternative IDs are deterministic and interoperable 6Googles Attribution Reporting API has shown promise in early tests 7The full-funnel,omnichannel puzzle requires a multifaceted measurement approach 8Advanced MMM paints the big p

5、icture 8Incrementality helps optimize platform selection 9Platform-level reporting can shed light on the relative performance of different ad formats and creative assets 10EMARKETER Interviews 13Read Next 13Copyright 2024,EMARKETER Inc.All rights reserved.Page 3Compliments of Signal loss is making c

6、omprehensive ad measurement harder.As third-party cookies and other legacy identifiers become less reliably available,advertisers have prioritized channels with large logged-in audiences.But limitations around user-level data make it difficult to assemble a complete picture of performance.Retail med