Brad Smallwood, Facebook’s Vice President, marketing science, is standing up to the mandate to have a cross-platform metric in place by September 2021.
However, as he told online delegates at the Association of National Advertisers’ 2020 Media & Measurement Conference, implementation of such a standard has long been in the works.
“We need to build a real, future-proof solution,” Smallwood explained.
There is just one problem. “Every time we start getting close,” a disruptive new digital channel – such as TikTok – changes the terms of engagement and means the would-be crafters of a universal metric must return...