Programmatic

Measurement

Howtopbrandsandagenciesareoptimizingtheirprogrammaticadvertisingmeasurementstrategy

TableofContents

Introduction 3

ExecutiveSummary 4

I.MeasurementToday 10

II.MeasurementApproaches 16

III.MeasurementChallenges 21

IV.AdaptingfortheFuture 26

Methodology&AbouttheRespondents 30

AboutDISQO 32

2

Introduction

TheStateofProgrammaticMeasurement:

Brands&AgenciesResearch

HOWTOPBRANDSANDAGENCIESAREOPTIMIZINGTHEIRPROGRAMMATICADVERTISINGMEASUREMENTSTRATEGY

DISQOandAdExchangerdevelopedthisstudyaboutbrandandagencymeasurementstrategiesandapproaches.Itfocusesonbestpracticesandtrendanalysisofsignificantindustrytopicsincluding:

●Satisfactionlevelswithvariousaspectsofprogrammaticmeasurement

●Topmeasurementchallengesandopportunities

●MeasurementKPIsandROImetrics

●Workingwithmeasurementpartners

●Emergingtechnologies

●Theoutlookfortheprogrammaticmeasurementimprovement

Theanalysisisbasedonanexclusivesurveyofbrandandagencyexecutives.ThesurveywasconductedinFebruary2025andreceived168responses.

DISQOandAdExchangerthanktherespondentsfortheirimportantcontributionstothestudy.

Copyright?2025AdExchanger/AccessIntelligence,LLCandDISQO.AllRightsReserved.NopartofthispublicationcanbecopiedordisseminatedwithoutthepermissionofAdExchanger/AccessIntelligence,LLCorDISQO.

3

ExecutiveSummary

Programmaticadvertisingmeasurementstandsataprecipice.Brandsandagenciesrelyon

automated,data-drivenmediabuyingtotargetincreasinglycomplexaudiences.Yet,theyfacemanychallenges:shiftingconsumerbehaviors,siloedplatformsthatstifleaunifiedviewof

performance,thependingdemiseofthird-partycookies,andprivacyconcerns.Thesecombinetomakeassessingcampaignperformance,calculatingROI,andothermeasurementtasks

challenging.Oneagencyexecutivenotedthatthemainchallengesare“datafragmentationacrossmultipleplatforms,lackofstandardizedmetrics,andissueswithattributionaccuracy,makingitdifficulttotracktrueperformance.”

Inresponsetothesechallengesbrandsandagenciesprioritizebetterdataintegration,privacy-firstmeasurementsolutionsrootedinfirst-partydata,contextualtargeting,andnewID

frameworks.TheyarealsoexploringnewopportunitiestoreachconsumerssuchasCTV,retailmedianetworks,andprivatemarketplaces(PMPs).AI-embeddedprogramsfurthercomplicatethelandscapeandaddnewopportunitiesforrapidinsightandoptimization.AnagencyC-levelexecutivenotedonthefutureoftheindustry:“IncreasedAIusagewillhaveanimpact,aswill

increaseddatasecurityregulations,technologyyieldingtoanincreasedcreativeexperience,cross-channelintegration,andstrongerconsumerinsights.”

Addingtothiscomplexityisthatmanyoftheseareasandissuesrequireconstantlytestingandadaptingadvancedtechniques—andthereisstillnostandardwaytomeasureprogrammaticadvertisingsuccess.

ACALLFORCOLLABORATION

Inthisreportweexploretheseissues,strategies,andopportunitiesshapingourindustry’s

future.Addressingthechallengesoutlinedrequiresstrongcollaborationamongadvertisers,

publishers,adtechplatforms,andmeasurementproviders.Bypartneringtobuildmoreconsistentmeasurementframeworksthatprioritizeidentity-based,cross-platform,andfull-funnel

measurementcapabilities,withoutsacrificingconsumertrustandprivacyconcerns,stakeholderscanalignonapproachesthatworkforeachadvertisers’uniqueneedsandKPIs.

Herewehighlightfivecriticalareasimpactingmeasurementandlaterinthereportweexploreadditionalchallengesandopportunitiesmorein-depth.

4

Insight#1

Programmaticmeasurementmaynotbeinacrisis,butitclearlydemandsimprovementasmostadvertisersareonlymoderatelyconfidentintheirmeasurementaccuracy

Brandsandagenciesfacearangeofissueswiththeircurrentmeasurementapproach.The

surveyfindsthat57%ofadvertisersaremoderatelyconfidentabouttheaccuracyoftheir

measurementandreportingeffortsand16%havelittletonoconfidence.Incontrast,only27%ofadvertiserssaytheyareextremelyorveryconfident—highlightingtheneedformorereliablemeasurementsolutions.

AdvertiserConfidenceinMeasurementandReportingAccuracy

EXTREMELYORVERYCONFIDENT

27%

MODERATELYCONFIDENT

57%

SLIGHTLYORNOTCONFIDENTATALL

16%

5

Insight#2

Cross-platformandchannelperformancemetricsalongwiththesiloednatureofplatformsarethebiggestprogrammaticmeasurementchallenges

Forty-sevenpercent(47%)ofadvertisersciteconsolidatingfragmentedmetricsacrossplatforms,networks,andmediacompaniesasthetopchallenge.Thisisfollowedbysiloedplatforms,whichwasselectedby41%oftherespondents.Othertopissuesarecoststomeasure,trackingfull-funnelcustomerjourneys,andthefragmentedmarketformeasurementtechnologyandsolutions.

Advertisers’TopFiveMeasurementChallenges

47%

CROSS-PLATFORM,NETWORK,PUBLISHERDATA

METRICSCONSOLIDATION

41%

SILOEDPLATFORMS

38%

38%

COSTSTOMEASURE

ABILITYTOMEASURETHEFULLCUSTOMERJOURNEY/

FULLFUNNEL

35%

MEASUREMENTTECHNOLOGYANDSOLUTIONS

FRAGMENTATION

6

Insight#3

ProgrammaticcampaignROImetricsrangewidely—andtheabilitytodetermineROIislow

Nearlyhalfofadvertisers(45%)saytheycanonlydemonstrateROIthroughtheircurrent

measurementtoolsfor30%orlessoftheirprogrammaticcampaigns.Thirty-onepercentsaytheyhavebettersuccesswithbetween31%and60%oftheircampaignsquantifyingROI.Butonly22%ofadvertiserssaytheycandemonstrateROIformorethan60%oftheirprogrammaticcampaigns.

PercentageofProgrammaticCampaignswithDemonstrableROI

LESSTHAN20%ORUNSURE

21%TO30%

31%TO40%

41%TO50%

51%TO60%

61%TO70%

MORETHAN71%

23%

22%

12%

9%

10%

9%

13%

7

Insight#4

Mostbrandsandagenciesarenotsatisfiedwithcurrentmeasurementtools

Theindustryisdividedaboutwhethercurrentmeasurementtoolsaredoinganacceptablejob

ofhelpingadvertisersmeasureROI.Thebiggestslice,thosewhoareunsatisfied,makesup37%ofadvertisers,withthosewhoaresatisfiedrepresenting32%,andthosewhoareunsurerepresenting31%.

PercentageofAdvertisersSatisfiedwithTheirAbilitytoDemonstrateROIwithCurrentMeasurementTools

UNSATISFIED

SATISFIED

UNSURE

37%

32%

31%

8

Insight#5

AIisbyfarthemostimportantinnovationimpactingprogrammaticmeasurement

BesidesAI,theothertopinnovationsandtrendsadvertisersexpecttoshapethefutureof

programmaticmeasurementarepredictiveanalytics(39%),improvingthecollectionanduseoffirst-partydata(37%),theimpactofthird-partycookiedeprecation(35%),andtracking

preventioninbrowsersandadblockers(33%).

TopFiveInnovationsandTrendsExpectedtoShapetheFuture

ofProgrammaticMeasurement

65%

ARTIFICIALINTELLIGENCE(AI)

PREDICTIVEANALYTICS

39%

INCREASINGENHANCINGFIRST-PARTYDATA

37%

ENDOFTHIRD-PARTYCOOKIES

35%

TRACKINGPREVENTIONINBROWSERS,ADBLOCKERS

33%

AbouttheRespondents:Thesurveyrespondentsaresplitevenlybetweenbrandsandagenciesservingvariousindustrysectors.Atotalof37%oftherespondentsareC-levelsorVPs.Fifty-fivepercentworkforcompanieswithover$100

millioninsales.Fifty-eightpercentoftherespondentsmanagedigitaladbudgetsover$1million,and92%haveworkedintheprogrammaticadvertisingindustryforatleastthreeyears.

ThefindingsinthisExecutiveSummaryprovideonlyaportionofthesurveyinsights.Thenextsectionsprovideadditionalinsightfuldata,benchmarks,analysis,andexecutivecomments.

9

I.MeasurementToday

Inthisfirstsectionofthereport,weexploreadvertiserandagencyperspectivesonthecurrent

stateofprogrammaticmeasurement,comparingittootherchannelsandhighlightingpersistentgapsandchallenges.Whilemostrespondentsclaimtobesatisfiedormoderatelysatisfied

withtheirmeasurementprocesses,deeperanalysisindicateswidespreadconcernsabout

accuracy,cross-platformconsistency,andtransparency.Onlyasmallsegmentofrespondentsexpresseshighconfidenceinattributingcampaignoutcomesortrustsdatafrompartnersandexchangeswithoutreservation.Manyalsocitesiloedplatforms,limitedstaffexpertise,andalackofstandardizedmetricsaskeyhurdles,underscoringaneedformorerobust,holisticsolutionstoclosethesegapsanddrivemeaningfulimprovements.

BRANDANDAGENCYSATISFACTIONWITHSTATEOFPROGRAMMATICMEASUREMENTLEAVESROOMFORIMPROVEMENT

SurveyQuestion:Howsatisfiedareyouwiththeoverallcurrentstateofprogrammaticmeasurement?

Thebulkoftheindustryissatisfied(47%ofadvertisers)tomoderatelysatisfied(31%)withthestateofprogrammaticmeasurement.Butthere’sanopportunityforgrowthasonly11%oftherespondentssaidtheyarecompletelyorverysatisfied.

COMPLETELYSATISFIED

3%

VERYSATISFIED

8%

SATISFIED

MODERATELYSATISFIED

47%31%

SLIGHTLYSATISFIED

NOTATALLSATISFIED

6%5%

10

INDUSTRYAGREESPROGRAMMATICMEASUREMENTPROCESSISSOMEWHATLACKING

SurveyQuestion:Howwouldyourateyourprogrammaticmeasurementprocess?

Theprogrammaticmeasurementprocessisratedasgoodby51%ofadvertisers,andfairby38%.Clearly,advertisersfeeltheirmeasurementisnotmeetingalloftheirneeds.

EXCELLENT

GOOD

FAIR

POOR

VERYPOOR

3%

51%

38%

6%

2%

PERCEPTIONSOFPROGRAMMATICMEASUREMENTONPARWITHTHATOFOTHERCHANNELS

SurveyQuestion:Howdoesyourprogrammaticmeasurementcomparetootherchannelmeasurements?

Fortypercent(40%)oftheindustryconsidersprogrammaticmeasurementtobesimilartootheradvertisingandmarketingchannelsand38%seeitasmoreeffective.

SIGNIFICANTLYMOREEFFECTIVE

MOREEFFECTIVE

SAME

LESSEFFECTIVE

SIGNIFICANTLYLESSEFFECTIVE

1%

37%

40%

19%

3%

11

ADVERTISERSNEEDIMPROVEDCONFIDENCEINMEASUREMENTANDREPORTINGACCURACY

SurveyQuestion:Howconfidentareyouintheaccuracyofyourmeasurementandreporting?

Overall,mostadvertisersarefairlysatisfiedwiththeirprogrammaticmeasurementprocess,butdiggingdeeper,therearemanyissuesthatneedtobeaddressed.Forexample,andascoveredthroughoutthisreport,57%ofadvertisersaremoderatelyconfidentabouttheaccuracyoftheirmeasurementandreportingefforts,andonly27%areextremelyorveryconfident.

EXTREMELYCONFIDENT

2%

VERYCONFIDENT

25%

MODERATELYCONFIDENT

57%

SLIGHTLYCONFIDENT

13%

NOTCONFIDENTATALL

3%

DISQOAdEffectivenessBenchmarks2025

WithDISQO’suniqueabilitytoconnectattitudinalandbehavioraloutcomes,weprovidetheonlycross-platform,full-funnelnormativebenchmarksforadeffectiveness.

Readmore.

12

BRANDANDAGENCYEXECUTIVESEXPLAINTHEGAPSANDCHALLENGESIMPACTINGPROGRAMMATICMEASUREMENT

SurveyQuestion:Whatarethegapsandchallengesintheprogrammaticmeasurementprocess?

Whenaskedtoprovidewrite-inresponsesabouttheirchallenges,advertiserscitedissuesacrossthespectrumofqualitytoquantity.FromlackoftransparencytosiloedwallstoinconsistentdataandKPIs,theyfeeltheindustryhasworktodo.

Keythemesinthewrittenresponses:

●Transparencyandtrust

●Platform,channelandmediafragmentation

●Dataintegration,consistencyandconsolidationissues

●Cross-device,multiple-screentrackingandmatching

●Reportingfrequencyandformatdifferencesbetweenplatformsandchannels

●MultipleKPIsandmeasurementmetrics

●Accessingcompleteholisticcampaignsviews

●Dataandinsightreportingandinterpretationissues

●CalculatingROI

●Lackofstaffexpertise

Selectcomments:

●“Adfraudisnumberone.Lackoftransparency,whichopensupissuessuchasthelackofhumantouchleadingtosuspicionoffealtyofthedata.Nocross-channelinteractiontracking.”

●“Analyzingmetricsthatmatterandgettingcloseenoughtoreal-timedata.”

●“BeingabletomeasuretrueROI.”

●“Closingtheloopbetweenchannels,ensuringaccuratecounting,difficultytrackingthingslikeimpactofCTV,audioorOOHboughtprogrammatically.”

●“Customerjourneyfromstarttofinish.There’susuallyadisconnectatsomepointoncetheresponsibilityisontheclient.”

●“Gettingtherighttalenttoorchestratethisprocess.”

●“Insightsandtakeawaysfromthedata.”

●“Lackoftrustintheaccuracy.”

●“NothavingaccesstomorerobustAIandrecommendations.”

●“StillgettingundercutbyMMM,andwalledgardensmakeithardtomeasureespeciallyifsomedonotallowformeasurementtagsorintegration.”

13

MOSTADVERTISERSEXPRESSONLYMODERATECONFIDENCEINPROGRAMMATICATTRIBUTION

SurveyQuestion:Howsatisfiedareyouwithyourabilitytoaccuratelyattributeprogrammaticcampaignperformancetospecificoutcomes?

Although30%ofadvertisersareextremelyorverysatisfiedwiththeirabilitytoattributeprogrammaticcampaignperformancetospecificoutcomesaccurately,themajorityindicateonlymoderate

satisfaction—highlightingapersistentgapineffectivelylinkingcampaignstotangibleresults.

EXTREMELYSATISFIED

VERYSATISFIED

MODERATELYSATISFIED

SLIGHTLYSATISFIED

NOTSATISFIEDATALL

l2%

28%

51%

15%

4%

MOSTTRUSTTHEDATAPROGRAMMATICPARTNERSPROVIDE

SurveyQuestion:Doyoutrustthedataprovidedbyyourprogrammaticpartners(e.g.,DSPs,exchanges)?

Whileoverhalfoftherespondents(54%)trustdataprovidedbytheirkeyprogrammaticpartnerssuchasDSPsandexchanges,15%lacktrustandasignificant31%areunsure,meaningthey

haven’ttriedtoverifydataqualityortheyaresimplyunableorlacktheknowledgeinthisarea.

YES

NO

UNSURE

54%

15%

31%

14

SILOEDPLATFORMSAREADVERTISERS’BIGGESTCONCERNS

SurveyQuestion:Howconcernedareyouaboutsiloedplatforms/likesocialmedia/andtheirimpactonmeasurementaccuracy?

Mostadvertisersshareatleastsomelevelofuneaseaboutsiloedplatforms—only6%reportno

concernsatall,while38%aremoderatelyconcernedandnearly40%(9%extremely,30%very)

expressstrongerworries.Thesefragmenteddatasources—acrosssocialchannels,DSPs,andretail

media—undermineaunifiedviewofcampaignperformance.Whenmetricsaresplitamongmultiplesilos,advertisersfacecriticalgapsinattributionandconsistency,oftenleadingtoareducedabilitytoaccuratelygaugesuccess.

EXTREMELYCONCERNED

VERYCONCERNED

MODERATELYCONCERNED

SLIGHTLYCONCERNED

NOTCONCERNEDATALL

9%

30%

38%

17%

6%

15

II.MeasurementApproaches

Thissectionlooksatthetacticsandtoolsusedtomeasureprogrammaticadvertisingacross

multiplechannels.Ithighlightsthemostprevalentmeasurementtechnologies—fromanalytics

platformstobrandliftstudiestoviewabilitytools—andwhatKPIsadvertisersareprioritizing.We

alsoexaminehowpractitionersaddressdatainconsistenciesacrossplatforms,theroleoffirst-partydatainmeasurement,andwhycross-platformmeasurementisapriorityandachallenge.Finally,weexplorehowwelladvertisersintegratediversedatasetstoachieveunifiedperformanceviews.

ADVERTISERSUSEAMIXOFMEASUREMENTTECHNOLOGIESANDPLATFORMS

SurveyQuestion:Whattechnologiesorplatformsareyouleveragingformeasurement?

Analyticsplatformsremaintheleadingchoiceformeasurement.AdvertisersalsorelyheavilyondatamanagementplatformsandreportingfromadserversandDSPs.Closebehindaremarketingormediamixmodelsandbrandliftstudies—methodologiesthat,thoughservingdistinctpurposes,eachoffervaluableattributioninsightswhenexecutedeffectively.

Analyticsplatforms(GoogleAnalytics,AdobeAnalytics,etc.)

71%

Datamanagementorcustomerdataplatforms

47%

Adservers

44%

Marketingormediamixmodels

43%

DSP(s)reporting

42%

Brandliftstudies

39%

Verificationandviewabilitysolutions

27%

Attributionandincrementalityplatforms

23%

SSP(s)reporting

21%

Other

6%

16

ProgrammaticPlatformProvesIncrementalAwarenessLiftwithDISQO

AdagencyVITROandCTVprogrammaticplatformPDitrustedDISQOtomeasuretheir

energydrinkclient’scampaign,revealinghowitresonatedwiththetargetaudienceanddrovebrandmetricKPIs.

Readmore.

MEASUREMENTKPISVARY

CLICK-THROUGHRATE(CTR)

TOTALIMPRESSIONS(CPM)

ENGAGEMENTMETRICS(E.G.,VIEWS,TIMEONSITE)

45%

SurveyQuestion:Whatarethe

primaryKPIsusedtomeasure

42%

programmaticcampaignsuccess?

41%

40%

Atleast40%oftheindustryusesclick-throughrate(CTR),totalimpressions

(CPM),engagementmetrics,andcostperclick(CPC)asitsprimaryKPIs.The

sheernumberofKPIsillustratesjustoneofthekeychallengesfacingbrandsandagencies.Programmaticadvertising

successoftenmeansperformingwellwithseveralmetrics.

COSTPERCLICK(CPC)

NUMBEROFLEADS

37%

37%

RETURNONADVERTISINGSPEND

(ROAS)

37%

BRANDMETRICSSUCHASAWARENESS,FAMILIARITY,CONSIDERATION,ETC.

37%

COSTPERACQUISITION/ACTION

(CPA)

37%

SOCIALMEDIAMETRICS

(LIKES,SHARES)

36%

CONVERSIONRATE(CVR)

35%

TOTALSALES/REVENUE

SALES,WEB,ORSEARCHLIFT

29%

FREQUENCYANDREACH

25%

17

ADVERTISERSHANDLECROSS-PLATFORMDISCREPANCIESINAVARIETYOFWAYS

SurveyQuestion:Howdoyouhandlediscrepanciesbetweenplatforms?

Inthisopen-endedquestionweseethatadvertiserstakeavarietyofapproacheswhen

reconcilinginconsistentdataacrossplatforms.Manystartbydesignatinga“sourceoftruth”—oftenapreferredplatform,first-partydata,orathird-partyreportingtool—toalignconflictingmetrics.Othersrelyonmanualreconciliation,deeperanalytics,ordatanormalizationmethods,suchasstandardizingKPIsorapplyingbenchmarksforallowablevariance.Insomecases,

teamscollaboratedirectlywithexternalpartners,agencies,orvendorstoclarifyandresolvediscrepancies.Whilesomeacceptadegreeofmisalignmentasinevitable,mostrespondentsaimtominimizeitbydedicatingstafftime,comparingmultipledatasources,andleveragingadditionalmethodologies(e.g.,marketingmixmodeling).Despitetheseefforts,therange

ofstrategiessignalsanongoingchallengeinharmonizingmetricsacrossanincreasinglyfragmentedecosystem.

Selectcomments:

●“Acceptthattherewillbediscrepanciesandallowedtobewithinacertainrange.

Ifoutsidetheacceptedrange,thenItakeacloserlookoneachside.”

●“Choosingeitherfirst-partyorthird-partydatafromthestartandremainingconsistent.”

●“DependingonthenumberorvarianceofdiscrepancyIwillutilizeoneplatformthatprovidesmoredataoveranother.”

●“Extractinginsightsandhavingaholisticviewtobeabletohandlediscrepancies.”

●“Generallyaverageoutthedifference.”

●“Handlingdiscrepanciesbetweenplatformsinvolvesdatanormalizationtostandardizemetricsandensurecomparability.Usingcross-platformtoolscanhelpintegrateandaligndatafromdifferentsources.Sometimes,manualreconciliationisnecessaryto

understandandadjustforthenuancesofeachplatform.”

●“Icomparedatasourcestoidentifyinconsistencies,prioritizefirst-partydata,andestablishastandardizedmeasurementframeworktoensureconsistency.”

●“Idon’tandIcan’t,Icanonlydemandtogetdailytrafficreportfromoursuppliers.”

●“LooktosecondaryKPIsthatcanbecomparable.”

●“Welookateachindependentlyandbenchmarkoffofpastperformance.”

●“Wenoteanydiscrepanciestoprovidepropercontextaroundthereporting.”

●“Weoftentakeablendedapproachtomeasurement.Usemultiplemodelsandseewhatnumbersmakethemostsense.”

18

FIRST-PARTYDATACOSTISALIMITATIONFORMANYADVERTISERS

SurveyQuestion:Whatroledoesfirst-partydataplayinyourmeasurementstrategies?

Thefocusonfirst-partydatahasbeengrowinginimportanceasprivacyconcernsmount,butitisonlyapartialsolution.While46%ofadvertiserssaythey“makesomeefforttosourceit,”effortorcostrestraintscanlimitadoption.First-partydata,whilecriticalandvaluable,islimitedbyfactorslikescaleandcompleteness,organizations’datasilos,andcompliance—highlightingtheneedforcomplementarydatastrategies.

It’stheonlydatasourceIuse

4%

Alot—Iprioritizeitandamwillingtouseresourcesandpaymoreforit

35%

Some—I’llmakesomeefforttosourceit,buteffortorcostcanlimitme

46%

Alittle—I’lluseitifit’seasilyandcheaplyavailable

11%

None

4%

CROSS-PLATFORMMEASUREMENTISCRITICAL

SurveyQuestion:Howimportantistheabilitytomeasurecampaignsacrossplatforms?

Advertisersoverwhelminglyprioritizecross-platformmeasurement—three-quartersrateitas

“veryimportant”or“important”—underscoringtheurgentneedforunifieddataandperformancevisibilityacrossdisparatechannels.

VERYIMPORTANT

IMPORTANT

MODERATELYIMPORTANT

SLIGHTLYIMPORTANT

NOTIMPORTANT

38%

37%

21%

4%

0%

19

SOMEAREEFFECTIVELYUNIFYINGTHEIRPERFORMANCEVIEW

SurveyQuestion:Howeffectivelycanyouintegratedatafromdifferentplatforms(e.g.,DSPs,SSPs,analyticstools)foraunifiedviewofperformance?

Althoughmostadvertisersconsiderthemselvesmoderatelysuccessfulatcombiningdata

fromvariousplatforms,manystillstruggletoachieveatrulycohesiveview—leavingroomforimprovementintheircross-platformmeasurementcapabilities.

6%

VERYEFFECTIVELY

24%

EFFECTIVELY

43%

MODERATELYEFFECTIVELY

18%

8%

SLIGHTLYEFFECTIVELY

NOTEFFECTIVELY

20

III.MeasurementChallenges

Advertiserstodaygrapplewithanumberofprogrammaticmeasurementhurdles.Ononehand,theyneedtoconsolidatedatafromagrowingarrayofplatforms—eachwithitsownmetrics

andreportingstandards—whileontheother,thedeprecationofthird-partycookiescontinuestodisrupttraditionaltrackingandattribution.DemonstratingclearROIremainselusiveformany,asfragmenteddataandprivacyregulationschallengeestablishedmeasurementframeworks.In

thissection,weexaminethesepainpointsfrommultipleangles—highlightingthetopobstaclesadvertisersface,thedifficultiesincross-channeldataconsolidation,andtheincreasingstrainonexistingmeasurementtools.

CROSS-PLATFORMMEASUREMENTTOPSTHELISTOFCHALLENGES

SurveyQuestion:Whatarethebiggestchallengesinmeasuringprogrammaticadvertisingeffectiveness?

Cross-platformandchannelperformancemetricsandplatforms’siloednaturestandoutas

thebiggestprogrammaticmeasurementchallengesfacingadvertisers.Forty-sevenpercent

ofadvertisersciteconsolidatingfragmentedmetricsacrossplatforms,networksandmedia

companiesasachallenge,followedby41%whosaidsiloedplatformsareachallenge.Other

concernsarethecoststomeasure,trackingfull-funnelcustomerjourneys,andthefragmentedmeasurementtechnologyandsolutionsmarket.

Cross-platform,networkandpublisherdata/performancemetricsconsolidation

47%

Siloedplatforms

41%

Coststomeasure

38%

Abilitytomeasurethefullcustomerjourney/fullfunnel

38%

Measurementtechnologyandsolutionsfragmentation

35%

Staffexperience/expertise

33%

Stafftime

32%

Identityandattributionlimitations

31%

Selectingtherightmetricstomeasure

29%

Number,rangeandtypeofadvertisingcampaignstomeasure

25%

Deprecationofcookiesandotheridentifiers

24%

Privacyandsecuritycompliance

23%

21

DATAQUALITYANDSTAFFRESOURCESARETHETOPOBSTACLESFORDATACONSOLIDATION

SurveyQuestion:Whatchallengesdoyoufaceinconsolidatingdataacrosschannels?

Theissueofdataqualityandcompletenessistiedwiththestafftimerequiredtomanagedataconsolidationasthetopcross-channeldataconcerns.Otherchallengesnotedbymorethanone-thirdofadvertisersarethenumberofplatformsandoverallindustryfragmentation,dataformatincompatibilityandinteroperabilityissues,andidentityandattributionlimitations.

Dataqualityandcompleteness

48%

Amountofstafftimetomanageprocess

48%

Numberofplatformsandindustryfragmentation

40%

Dataformatincompatibilityandinteroperability

37%

Identityandattributionlimitations

34%

Transparency

29%

Stafflackofexperienceintheseareas

26%

Privacyandsecuritycompliance

24%

Availabilityofmeasurementprovidersthatdothis

20%

Other

2%

22

THIRD-PARTCOOKIEDEPRECATIONCONTINUESTOIMPACTMEASUREMENT

SurveyQuestion:Howhasthedeprecationofthird-partycookiesimpactedyourabilitytomeasureprogrammaticperformance?

Theindustrycontinuestostrugglewiththird-partycookiedeprecation,with40%ofrespondentssayingtheissuehasimpactedtheirabilitytotrackacrosssites,platforms,anddevices.They

alsoremainconcernedabouttheirabilitytotargetcustomers.However,whilethisindustryshiftpresentschallenges,advertisersarealsousingitasanopportunitytoexplorealternatives,suchasfirst-partydata,contextualadvertising,andnewmeasurementapproaches.

Madecross-site,cross-platform,andcross-devicetrackingmoredifficult

40%

Reducedabilitytotarget

31%

Increasedrelianceonfirst-partydataandcontextual

31%

Impactonpersonalization

29%

Requirednewmeasurementapproaches

28%

Requireduseofnew/differentprivacy-centricsolutions

25%

Reducedreach

23%

Noimpact

15%

Negativefinancialimpact

9%

Other

3%

23

DEMONSTRATINGROIISACHALLENGEFORMOST

SurveyQuestion:WhatpercentageofyourcampaignshavedemonstrableROIbasedoncurrentmeasurementtools?

ThesurveyfindsthatprogrammaticcampaignROIperformancemetricsrangewidely,andthe

abilitytodetermineROIislow,withjustlessthanathirdofadvertiserswhosaytheyareabletodosoonthemajorityoftheircampaigns.ThatleavesmanyflyingblindintermsofprogrammaticROI.

0%

1%TO10%

11%TO20%

21%TO30%

31%TO40%

41%TO50%

51%TO60%

61%TO70%

71%TO80%

81%TO90%

91%TO100%

UNSURE

2%

4%

8%

22%

12%

9%

10%

9%

4%

4%

5%

9%

24

MOSTBRANDSANDAGENCIESARENOTSATISFIEDWITHCURRENTMEASUREMENTTOOLS

SurveyQuestion:Areyousatisfiedwithyourcampaigns’demonstrableROIbasedoncurrentmeasurementtools?

Mostadvertisersareeithernotsatisfiedwithorareunsureabouttheircurrentmeasurementtools.Theindustryisessentiallyseparatedintothreesegments—32%whoaresatisfiedwiththeirabilitytodemonstratecampaignROIwithcurrentmeasurementtools,37%whoarenotpleasedwithROImeasurementabilities,andalastgroupwhoareunsureaboutthequalityoftheirmeasurementpracticesandtechnologies.Thesplitdemonstratesanopportunityformeasurementproviderstoadvancetheconversation.

32%

37%