Measurement in a Post Privacy Era
summary
Incrementality platform claims to report the true lift from spend changes by comparing outcomes to a prediction baseline, no user-level data required and it measures TV to iOS, including organic effects. Last‑touch attribution still gives full credit to a single click. Incrementality is useful for cross‑platform lift, finding diminishing returns and cannibalization but has delayed reporting and only measures when spend changes; MMM needs months/years of history and priors for scenario planning. Recommended cadence: day‑zero last touch, weekly/monthly incrementality, long‑run MMM for budget allocation.
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chapters (12)
- 0:00Post-privacy measurement intro
- 1:08Measurement methods wake-up
- 3:17From KPIs to complex tools
- 5:45User-level data tracking evolution
- 7:10Privacy changes in marketing
- 9:20iOS 14 and ATT impact
- 11:12Incrementality measurement
- 12:36Media mix modeling
- 14:23Attribution strengths and weaknesses
- 16:08Use cases per method
- 18:17Integrating measurement tools
- 20:25Future of measurement
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