The participation is essential for brands and must not be seen as just an agency’s concern.
This piece states that with the increasing importance of ROI as the primary metric to assess advertising, marketers are under pressure to prove the effectiveness of a campaign and to make sure that their efforts are optimised. The technologies and methodologies that could solve this are in the early stages of development.
It is important for marketers to participate in industry conversations if they aim to get the type of attribution technology they want. They should not leave the “heavy lifting” to the agencies.
The article suggests that brands must take an active part in industry conversations in a way that drives standardisation and consensus in the development of outcomes measurement. The author recommends that brands participate and share their views before the decisions are made.
[4 minute read]