Advertisers are striving towards the closed loop so they can disband the metrics that don't matter. That is the view of Silas Lewis-Meilus, Senior Director, Global Media Lead for McDonald's at the All That Matters conference in Singapore.
"It's a difficult moment for a lot of us who don't have a closed loop, and so a lot of work that's being done is driving towards that," Lewis-Meilus said, adding that brand propositions will be the primary focus for advertisers from both a media perspective and market perspective, when the moment of digital promise finally arrives.
"I think that is going...