It forces everyone to get their first-party data in order. When before, we really didn’t know the name of the person we were targeting very often. Now, we will.
Getting first-party data in order is a no-brainer for marketers and getting comfortable with the idea of incrementality as a metric is a good idea, regardless of what happens. (Incrementality can help you show your marketing strategy works; download our Guide to Incrementality now to find out how.)
Measurement will probably be worse in the future. But even with all the measurement capabilities available currently, the majority of marketers only include a few in their toolbox. Marketers are given this professional auger, but the hole they dig is only big enough for a sprinkler head. Too many are still stuck on last-click attribution today (or last-touch, if focusing on viewthroughs) instead of looking at other metrics such as incrementality, both by channel and by message.
There are so many different ways to measure lift. I do believe that as some of these tools are shifted, we will not be unable to measure lift and incrementality, but it will be a little more challenging and broad. My hope is that, let’s say the tools never change, 10 years from now, I would hope that 80% of marketers instead of 20% of marketers are really advanced. I think this maybe slows the progression.
Though Google and the digital advertising industry have yet to choose what identity solutions will replace the third-party cookie, measuring an advertising campaign’s effectiveness will still be the main goal.
Whatever identity solutions are implemented will be more challenging than the cookie. So I advise advertisers and their agencies to continue using all the tools they have in their arsenal while they have them – while also developing new tools on a parallel track.