• by Laurie Sullivan  @lauriesullivan, November 14, 2024

Understanding cross-channel measurement across devices for online advertising has become one of the most critical tools any marketer can have when planning multichannel campaigns. 

The Internet Advertising Bureau (IAB) Thursday released guidance and best practices to assist marketers to improve cross-channel measurement regardless of the media they include in multichannel campaigns.

That could mean social media, display, and video across different devices such as mobile, desktop, tablet, and connected TV (CTV).

Integrating data from multiple sources allows marketers to gain a complete understanding into consumer behavior, optimize media spend, and improve customer experiences, but it requires planning, tools, and commitment to detail.

The first guide -- Implementing Cross-Channel Measurement for Marketers Playbook, an eight-step process -- delves into the complexities of measurement for using multiple channels, and offers a step-by-step approach to overcoming challenges such as data silos, attribution complexities and privacy concerns.

It covers how to establish clear objectives and key performance indicators (KPIs) to implement advanced attribution models and ensure privacy compliance. 

When small missteps can lead to significant inefficiencies and inaccuracies, it is important to understand common mistakes to avoid pitfalls and develop a more effective measurement strategy. The guide covers it all. 

The second guide -- Cross-Channel Measurement Best Practices for Marketers -- outlines actionable insights for data integration, attribution models, advanced analytics, privacy compliance, and continuous optimization

Key highlights include strategies for aligning marketing efforts across multiple channels, improving return on investments (ROI) and fostering stronger customer relationships.

Data privacy will only increase with tightening regulations and disparate data signals. It will force marketers to reassess data practices.

Even if third-party cookies remain available through opt-in options, stricter data privacy and AI regulations will dictate what data marketers can collect, how to use it, and with whom to can share it.

Cross-channel measurement reveals how different touchpoints contribute to advertising success. It allows marketers to see the entire customer journey and understand how each interaction influences conversions.

That all leads to allocating more effective budgets, optimizing creative strategies, and analyzing how content performs across different platforms to remain privacy compliant and keep the trust of consumers.

The second guide covers the foundational components for a measurement framework that includes data collection, attribution models, advanced analytics, privacy compliance, continuous improvement and ensuring a collaborative approach.