TV manufacturers offer a new path to attribution enlightenment. We reported last week that Samsung had launched a product to track ad consumption, measure results, and make incremental buys to meet coverage targets. Vizio just launched something similar.
For one brief, if delusional, moment, marketers thought adtech had made accurate performance measurement a reality. Loss of third-party cookies and device IDs shattered the illusion. The gold-standard alternative has always been controlled experiments to measure incremental results, but that’s been too hard to execute. Measured just raised $21 million to make it easier. On average, they find 40% of media investments are ineffective.
Third-party cookies aren’t entirely dead yet, at least according to TikTok. They just added a requirement for advertisers who use their site conversion pixel to pass them third-party cookie data, improving TikTok’s own targeting and attribution capabilities. It seems pretty retro but maybe TikTok knows something the rest of us do not.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.