Author: Krystal Scanlon

Meta has made changes to its measurement and attribution. Ad buyers say: it’s about time.

Last week, Meta announced that it was redefining click-through attribution to enable more consistency with third-party reporting tools, and rebranding “engaged view” to “engage-through” and widening its scope, in a bid to provide visibility into the added value of uniquely social interactions.

Both changes will start rolling out gradually, globally, this month.

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For all the headlines, LinkedIn posts and hot takes generated by WPP’s Elevate28 plan, the most consequential audience has been largely absent from the conversation: the CMOs and senior marketers at the world’s biggest advertisers. Most have no idea it’s even happened. They don’t read the trades. They hear about this stuff through consultants, or when an agency review forces them to run the rule over who they’re working with.

“Nobody’s asking this question. Nobody’s saying, ‘hey, what’s going on over there at WPP?’ It’s just not happening,” says Steve Mercer, founder of agency consultancy the Mercer Island Group, which is currently overseeing several pitches on behalf of major marketers.

Which is precisely why the hard part starts now for WPP. The narrative is set. What remains to be seen is whether the group can turn it into something clients actually feel — in their day-to-day work, in their pitches, in the results they’re being asked to deliver.

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