It’s a tale as old as time for marketers: “how do I know the ROI of my ad investment?” Every advertising innovation claims to solve the measurement conundrum. And that age-old problem grows even thornier as marketers defend shrinking budgets and grapple with new privacy regulations that are phasing out third-party cookies. But at a time when advertising approaches are changing to more privacy-forward, contextual strategies, is “what’s the ROI” or “what’s the CPM?” even the right questions anymore? Perhaps the better question is: how can we adopt new success metrics and KPIs to reflect the new marketing landscape? Or,…
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