Media Measurement Is Key Analytics Challenge For Marketers In US, Europe
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The Association of National Advertisers (ANA) and consulting firm Winterberry Group's report reveals marketers said they face various challenges with media measurement even as they prioritize ways to improve it with data analytics.
“Media measurement and attribution is one of the most prevalent areas for marketing analytics, despite the challenges posed by cookie deprecation, the resulting lack of standard identifiers and the growing number of data privacy regulations,” according to the ANA/ Winterberry white paper about how marketers use data analytics.
“Media measurement and attribution is one of the most prevalent areas for marketing analytics, despite the challenges posed by cookie deprecation, the resulting lack of standard identifiers and the growing number of data privacy regulations,” according to the ANA/ Winterberry white paper about how marketers use data analytics.
