Not all lift measurement methodologies are created equal
This may sound elementary, and it may even sound self-serving (as I have an obvious bias.) But there’s still a lot of media spend that doesn’t flow through programmatic pipes, and in most cases that does a disservice to media buyers. Marketers who don’t execute in the most efficient way possible risk giving their competitors an edge.
Adopting the well-worn strategy of “more suppliers, to infinity!” inevitably results in the quality supply being drowned out by ultra-long tail or even downright embarrassing supply. Marketers should focus on quality, performant supply that’s available at a good value.
Why is CPA outdated and mostly unhelpful?
Measuring the actual, causal media benefits of a campaign using an incremental lift approach allows marketers to home in on the actual real-world impact that their marketing has had.
Cookies, am I right?! It’s okay: the sky is not falling, behavioral targeting will not disappear, contextual-only is not the answer, and there won’t be any one single solution that provides a global solve.