Social networking giant Meta this month unveiled a new framework aimed at helping marketers cut through the complexity of today’s fragmented media environment with greater clarity and precision. Dubbed the “Suite of Truth,” the framework builds on Meta’s earlier
Measurement 360 approach and emphasizes
incrementality, or the ability to measure the true causal impact of marketing efforts, as the cornerstone of effective media measurement.
“By moving beyond a single source of truth, such as an attribution model, to a dynamic suite of trusted tools and methods, marketers can create a more reliable framework for evaluating media effectiveness,” Meta said in its latest white paper.