Ad Measurement Trends H2 2024

Bringing Together Walled Garden and Open Web Attribution

Report by Evelyn Mitchell-Wolf  | Oct 29, 2024
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Executive Summary
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Executive Summary
Holistic measurement has been made more challenging by signal loss
Platforms with first-party consumer data will continue to expand their ad market influence
Smaller open web publishers will become dependent on alternative IDs and browser-backed solutions
The full-funnel, omnichannel puzzle requires a multifaceted measurement approach
EMARKETER Interviews
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Media Gallery
About This Report
As marketers attempt to piece together a full, nuanced picture of how their paid media affects outcomes, old-fashioned measurement tactics are coming back into vogue, and new players are rising to prominence.
Topics
Advertising Performance Metrics
Marketing Measurement Surveys
US
Table of Contents
Executive Summary
Holistic measurement has been made more challenging by signal loss
Platforms with first-party consumer data will continue to expand their ad market influence
Smaller open web publishers will become dependent on alternative IDs and browser-backed solutions
The full-funnel, omnichannel puzzle requires a multifaceted measurement approach
EMARKETER Interviews
Sources
Media Gallery

The long-awaited deprecation of third-party cookies in Chrome is on hold again, but measurement challenges remain. As privacy legislation gathers steam, advertisers are revitalizing an old-fashioned tactic, media mix modeling (MMM), to get the full picture of how paid media drives outcomes.

Key Question: How can advertisers achieve comprehensive measurement across channels and platforms?

Improving MMM Tops Marketers' List of Priorities for Upgrading Measurement Strategies (% of US marketers, July 2024)
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Key Stat: Almost two-thirds (61.4%) of US marketers are working on better and/or faster MMM.

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    Table of Contents

    1. Executive Summary
    2. Holistic measurement has been made more challenging by signal loss
    3. Platforms with first-party consumer data will continue to expand their ad market influence
    1. Smaller open web publishers will become dependent on alternative IDs and browser-backed solutions
    2. The full-funnel, omnichannel puzzle requires a multifaceted measurement approach
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Improving MMM Tops Marketers' List of Priorities for Upgrading Measurement Strategies (% of US marketers, July 2024)Advertisers Are Prioritizing Channels Where First-Party Consumer Data Is More Common (% of US advertising decision-makers who planned to increase spending in 2024, by channel, Feb 2024)
    Retailer's Purchase Data Motivates Partnerships With Ad Tech and Media PlatformsNot All Commerce Media Networks Are Created Equal (key differences in commerce media networks' data and audience insights)
    More Than 4 in 5 Converters Were Captured by Both Cookies and Attribution Reporting API (ARA)Advertisers Must Build a Measurement Stack for Comprehensive Insights
    Advertisers Trust MMM to Most Accurately Determine Key Business Drivers

    Interviewed for This Report

    Armen Adjemian
    DISQO
    Co-Founder and CEO
    Interviewed October 4, 2024
    Skye Frontier
    Incremental
    Executive Vice President
    Interviewed October 1, 2024
    Georgiana Haig
    MiQ
    Global Strategy and Partnerships Director
    Interviewed October 4, 2024
    Kevin Krim
    EDO, Inc.
    President and CEO
    Interviewed October 2, 2024
    Mike O’Sullivan
    Sincera
    Co-Founder
    Interviewed October 4, 2024
    Hillary Slattery
    IAB Tech Lab
    Senior Director of Product Management, Programmatic
    Interviewed October 3, 2024

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    authors

    Evelyn Mitchell-Wolf

    Contributors

    Rahul Chadha
    Director, Report Editing
    Vladimir de Leon
    Chart Editor
    Emma Noyes
    Graphic Designer, Data Visualization
    Naomi Rebuelta
    Copy Editor
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Editor
    Paul Verna
    VP, Content
    Max Willens