Measuring ad performance was never easy, but privacy-related data restrictions and fragmented media channels have made it much harder than ever. Google is offering Meridian, an open-source media mix modeling system that won’t be as precise as cookie-based measurement but does promise to draw a meaningful big picture. It’s in limited release now with plans to offer it to everyone “coming soon”.
Concerns center around the company’s processing of biometric data.
Post-cookie measurement is on the minds of Topsort, a retail media adtech startup that just raised a $20 million Series A. The company offers a retail media tech stack, data clean room, and retailer ad network. They’re especially proud of their AI-driven ad bidding engine.
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.