By Rasheeqa Jacquesson, marketing science partner for MEA at Meta
Measurement has never been more important than in today’s environment. There have been seismic shifts in the consumer and digital landscape.
Marketers face challenges as the digital ads ecosystem evolves, driven by both shifting consumer behaviors and Industry and regulatory changes that benefit consumers’ privacy. Marketing organisations that demonstrate high effectiveness are already investing more in their measurement approaches and including more data types to evaluate performance.
Given changing shopping behaviors and loss of signal, measurement strategies that brands currently use may have been developed
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