Ad Measurement Trends H2 2023

How Digitization and Privacy Are Driving Measurement Innovation

Report by Evelyn Mitchell-Wolf  | UPDATED: Dec 20, 2023
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Executive Summary
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Table of Contents
Executive Summary
Ad measurement is evolving amid privacy developments and tech innovation.
Digital display is about to have a messy breakup with cookie-based measurement.
Fragmentation is a major speed bump for retail media.
Digital OOH measurement is as advanced as CTV.
Insufficient podcast measurement is stifling growth in digital audio ad spending.
The two O’s of measurement: omnichannel and outcomes.
How can advertisers get the most out of their ad measurement?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Historically traditional channels are being digitized, theoretically opening the door to more robust measurement. At the same time, third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy.
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Marketing Measurement Surveys
United States
Table of Contents
Executive Summary
Ad measurement is evolving amid privacy developments and tech innovation.
Digital display is about to have a messy breakup with cookie-based measurement.
Fragmentation is a major speed bump for retail media.
Digital OOH measurement is as advanced as CTV.
Insufficient podcast measurement is stifling growth in digital audio ad spending.
The two O’s of measurement: omnichannel and outcomes.
How can advertisers get the most out of their ad measurement?
Insider Intelligence Interviews
Sources
Media Gallery

Ad measurement has been nourished by the data free-for-all of the digital age. But as signal diminishes, advertisers are forced to adapt their measurement strategies or risk losing vital insight into the performance of their media.

Key Question: How close is the cookieless future, and what changes lie ahead for digital ad measurement?

KEY STAT: Less than two-thirds of marketing professionals worldwide have high confidence in their ROI measurement across key digital ad channels. As the deprecation of third-party cookies looms, confidence in some channels could plummet.

Here’s what’s in the full report

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14expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Ad measurement is evolving amid privacy developments and tech innovation.
    3. Digital display is about to have a messy breakup with cookie-based measurement.
    4. Fragmentation is a major speed bump for retail media.
    1. Digital OOH measurement is as advanced as CTV.
    2. Insufficient podcast measurement is stifling growth in digital audio ad spending.
    3. The two O’s of measurement: omnichannel and outcomes.
    4. How can advertisers get the most out of their ad measurement?
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    US Programmatic Digital Out-of-Home (DOOH) Ad Spending, 2019-2025 (billions, % change, and % of total DOOH video ad spending)Data Clean Room Use Cases by US B2B Data Decision-Makers, Nov 2022 (% of respondents)
    US Cookie Alternative Cost per Thousand (CPMs) Relative to Cookies, by Industry, Q4 2022 & Q1 2023 (% CPM difference)

    Interviewed for This Report

    Steve Bagdasarian
    Comscore
    Executive Vice President, Growth
    Interviewed July 12, 2023
    Craig Benner
    Accretive Media
    Founder and CEO
    Interviewed July 6, 2023
    Jeffrey Bustos
    Interactive Advertising Bureau (IAB)
    Vice President, Measurement, Addressability, Data
    Interviewed July 14, 2023
    Julie Clark
    TransUnion
    Senior Vice President, Media & Entertainment
    Interviewed July 13, 2023
    Angelina Eng
    Interactive Advertising Bureau (IAB)
    Vice President, Measurement, Addressability, Data
    Interviewed July 14, 2023
    Oz Etzioni
    Clinch
    Co-founder and CEO
    Interviewed July 18, 2023
    George Ivie
    Media Rating Council (MRC)
    CEO and Executive Director
    Interviewed July 12, 2023
    Eric John
    Interactive Advertising Bureau (IAB)
    Vice President, Experience Center
    Interviewed July 16, 2023
    Dylan Mabin
    Geopath
    President
    Interviewed July 10, 2023
    Yevgeny Peres
    AppsFlyer
    Executive Vice President, Product Strategy
    Interviewed July 16, 2023
    Ron Pinelli
    Media Rating Council (MRC)
    Senior Vice President, Digital Research and Standards
    Interviewed July 14, 2023
    Mark Rose
    TransUnion
    Senior Director, Market Development
    Interviewed July 14, 2023
    Matt Shapo
    Interactive Advertising Bureau (IAB)
    Director, Digital Audio and Video
    Interviewed July 14, 2023

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    First Published on Aug 8, 2023

    authors

    Evelyn Mitchell-Wolf

    Contributors

    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst
    Max Willens
    Senior Analyst