U.S. marketers are struggling to measure the return on their programmatic advertising investment, according to this Forrester study for MediaMath. While 94% say they try to measure programmatic ROI, just 33% say they can do it completely and accurately. More than half (55%) say privacy rules are restricting programmatic targeting and 45% say new rules are making it harder to maintain scale.
Advertisers outside the U.S. don’t share the obsession with measuring programmatic ROI, finds this IAB report. While 48% of U.S. marketers listed ROI attribution as a top objective when bringing operations programmatic in-house, just 18% of European and 19% of Latin American marketers said the same. Respondents said privacy regulations have had little impact so far on programmatic profitability. But companies are building up their first party data resources to be ready for the future.
Right on cue, here’s another report on vendors vying to replace those much-lamented third party cookies. Email ad platform LiveIntent is partnering with identify resolution vendor FullContact to createa a privacy-safe ID that tracks consumers across channels. LiveIntent is working hard at this: you may recall it has previously announced related alliances with Kochava and RubiconProject.
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