The last non-direct click method used by Google Analytics makes it hard to prove the impact of paid social. Similarly, pixel-based click metrics at top of funnel no longer provide an adequate view of impact. Fospha, a measurement platform for ecommerce, advocates combining multi-touch attribution with marketing mix modeling to understand effectiveness of ad spend.
Although on-site advertising will remain the central retail media strategy, off-site advertising will play a larger role in 2024. About a third of advertisers plan to shift funds into off-site advertising — including display, online video, CTV and social — in the next twelve months. Retail media will be the fastest-growing ad channel in the US in 2024 according to an October 2023 eMarketer forecast.
Gartner has finally released a Magic Quadrant for CDPs. Always skeptical about CDPs, Gartner positions them as a marketing tool and then questions whether CDPs can survive as customer data is used by other departments.
It’s deal-making time for generative AI model builders and publishers who can provide them with quality data. Germany publishing giant Axel Springer is trading access to its data for Microsoft adtech, AI, and Azure hosting solutions. Meanwhile, The Financial Times has struck a deal with OpenAI to license its content with attribution of summaries and quotes.