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Marketers renew focus on cross-channel measurement and attribution this year, edging ahead of programmatic


By Laurie Fullerton, Freelance Writer

April 10, 2017 | 3 min read

Almost 60% of US digital marketers polled in a recent study are increasingly interested in cross-channel measurement and attribution this year, edging ahead of former go-to tactics like general audience analytics, and programmatic media buying, according to eMarketer.

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With cross-channel measurement and attribution having fallen between 2015 and 2016, with consumers focusing more on their mobile phones or ahead at the store shelf, the industry has worked harder at cross-channel marketing by incorporating both online and offline tactics, focusing on their customer base. Today, about four-in-ten retail marketers worldwide said they will implement cross-channel attribution initiatives in 2017.

The survey found there were some tactics that respondents said they’d be spending less energy on, including general audience analytics, programmatic media buying for more mature markets and predictive modeling.

The decreasing interest in programmatic for established formats is particularly interesting, the article notes, considering recent news about advertisers boycotting Google over objectionable content near ads. An emerging trend is that marketers want to take a more hands-on approach in deciding where their ads appear and don’t appear.

The Google ad boycott is more than a black eye for the internet giant, it’s a wake-up call to the advertising industry, eMarketer suggests.

And that may not be a bad thing, according to Marc Goldberg, CEO of Trust Metrics, a publisher verification firm.

“Google’s position at the moment has put a lot of advertisers in a concerning situation,” said Goldberg. “But what’s happening is good news for the industry.”

A growing list of companies around the world, worried that their messages may be appearing next to hate speech and worse, have pulled their ads from YouTube and Google’s ad network.

Shifts in how retailers and consumer packaged goods (CPG) brands think about e-commerce, combined with an accelerating acceptance among consumers for buying food digitally, have boosted online sales of groceries. Retailers and brands are taking note of these changing consumer behaviors and offering more digital options for grocery shopping and delivery, which will continue to drive the trend upward in 2017 and beyond.

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