Vanity metrics like viewability and click-through-rate (CTR), once beloved by marketers, aren’t cutting the mustard like they used to.
The looming doom of the third-party cookie, the dust-up around MFAs and changing consumer behaviors online are all piling on pressure on advertisers and agencies to prove a return on their advertising investments. What’s more, social media companies are fighting tooth and nail to keep users on their platforms at all costs, and while this has led to a decrease in referral traffic for publishers, it’s also impacted the ways marketers can measure campaign performance on Facebook, Instagram and TikTok, to name a few.
Looking for a remedy was top of mind for marketers on Tuesday at Advertising Week in Manhattan and two of the proposed solutions during the “Redefining Success: Culture is the New KPI session” sponsored by Condé Nast and moderated by this Digiday editor, were pivoting toward attention metric KPIs and relying on the reputation boosts that come from brand association with publishers.
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