Advertisers are demanding more evidence that their media spending is driving an outcome, making transparency into cross-platform measurement a greater priority.
The Home Depot is focused on “things like transparency with our partners and our suppliers. That’s a big priority for us…making sure we’re consistently measuring across different platforms and different formats,” Zachary Darkow, senior director of marketing activation and measurement at the home-improvement chain, said in this interview with Beet.TV contributor Tameka Kee.
“We have the data. It’s the insights and what we do with them now that is most important,” Darkow said. “Those actionable insights are really what we use to make sure we’re being effective with our ad spend and understanding where our next investment needs to go.”
The IAB’s efforts to standardize media measurement, including for newer platforms such as connected television, are significant, he said.
“I’m a fan of IAB’s measurement standardization. That is going to drive some of the consistency and transparency that we’re seeing with fragmentation,” Darkow said. “From a tool perspective, I’m really excited where TV is nowadays.”
Instead of measuring television’s reach and gross ratings points – two metrics that have been around for decades – advertisers today have more granular data about the viewing habits of individual households.
“With that household data we’re starting to be able to measure it in privacy-safe ways, leveraging tools like trusted execution environments and clean rooms to bring it in with the rest of our measurement and create that consistency at that granularity,” Darkow said.
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