IAB Tech Lab is doing its part to improve measurement by extending its Open Measurement SDK to cover Connected TV. The SDK helps publishes integrate with multiple measurement providers, making it easier for advertisers to apply their measurement tools of choice. I needn’t remind you that Connected TV is one of the hottest, and most fragmented, new advertising categories. But I just did.
Tighter money calls for better measurement. DoubleVerify has launched a new “Attention Lab” that looks beyond clicks and viewability to assess exposure and engagement. These are apparently less disrupted by new privacy rules and, one hopes, do a better job of predicting business impact.
You may recall Wednesday’s report that IT leaders expect higher budgets despite recession worries. This Twilio Segment survey found that marketers are not as confident: 63% expect their martech budget to fall in the next twelve months. A whopping 83% expect to simplify their martech stack while 57% say they’re spending on ineffective tools. Still, 71% are prioritizing first party data and 82% believe companies with excellent customer data will grow faster than companies without it.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.