While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.
Now is the time for marketers to prepare for a world without third-party cookies if they want to be able to outperform their competitors.
The dramatic rise in global CTV adoption, accelerated by the pandemic, has ushered in new commercial models that are fragmenting the landscape in much the same way that the myriad viewing options are.
As the cornerstone of many living rooms around the world, the TV set remains a fixture for media consumption. That consumption, however, looks much different than it did a few years ago.
The pandemic is far from over, and we will feel its effects for years to come, but the resilient media industry is bouncing back, with certain constituents pulling out ahead of others.
With the right measurement and creative thinking, marketers can ensure their tactics map to specific objectives that move their business forward.
Without third-party cookies, marketers can’t overlook the need for accurate measurement as changes in the digital media environment accelerate.
Nielsen's Ameneh Atai explores the benefits of "always on" digital measurement, while sharing how Nielsen is implementing this type of measurement.
In the wake of COVID-19, marketers are wondering which consumer behaviors will stick and which will revert? Heather Jordan, SVP, Ad Intel, Nielsen, shares three lessons.