The Future of Measurement 2024

Highlights key trends across four different areas: AI and the growth of synthetic data; the third-party cookie countdown; hurdles in holistic measurement; and how marketers can close the sustainability gap.
  • Early use cases of AI-generated synthetic data demonstrate that data has a variety of applications across marketing, including brand equity studies, product development and price elasticity.
  • Generative AI tools can amplify bias, trigger privacy breaches and deliver inaccurate results – marketers should be aware of these risks and develop clear ethics and best practices when working with these tools.
  • Despite the looming threat of cookie deprecation, many advertisers remain unprepared for their withdrawal, which is a barrier to progress.
  • As advertisers look to combat signal loss, they will have to get comfortable testing a broad range of targeting and measurement...

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