Post by account_disabled on Jan 9, 2024 7:16:13 GMT
Four years. That's how long it took the World Federation of Advertisers (WFA) to shape, in collaboration with Google and Facebook, a standard for cross-media metrics . And it seems that brands don't want to waste time implementing this long-delayed standard. Currently, and in light of this standard, "we are engaged in the colossal redistribution of advertising budgets valued at billions of dollars ," said lawyer and former Microsoft executive Dorothee Belz within the framework of the Medientage München conference currently being held in the Bavarian capital. However, only those who have truly relevant data on their users in their hands will have the necessary know-how to control cross-media campaigns from start to finish.
Are Google and Facebook really willing to fly the flag of transparency in cross-media metrics? For her part, Andrea Tauber-Koch, vice president of the Association of German Advertisers (OWM), insists that when Email Data it comes to sinking our teeth into cross-media metrics, transparency must be the lighthouse that guides all initiatives in this regard. . Google, Facebook and other techie platforms that fly the banner of walled gardens must allow insights to be extracted completely independently of their domains, Tauber-Koch stressed.
The concept born from the agreement with the WFA and Google and Facebook is very promising, but it should not translate into the undervaluation of the metrics that have been used until now ," he noted. And the OWM seems to cautiously observe the participation of Google and Facebook in the creation of a cross-media measurement method on a global scale. “We note with growing concern that the large American digital platforms are also gaining more and more market share in Germany ,” warned Tauber-Koch. From the point of view of the vice president of the OWM, it is necessary to fight tooth and nail against oligopolies so as not to undermine competition , neither in the native country of Google, Facebook and company nor in other markets.
Are Google and Facebook really willing to fly the flag of transparency in cross-media metrics? For her part, Andrea Tauber-Koch, vice president of the Association of German Advertisers (OWM), insists that when Email Data it comes to sinking our teeth into cross-media metrics, transparency must be the lighthouse that guides all initiatives in this regard. . Google, Facebook and other techie platforms that fly the banner of walled gardens must allow insights to be extracted completely independently of their domains, Tauber-Koch stressed.
The concept born from the agreement with the WFA and Google and Facebook is very promising, but it should not translate into the undervaluation of the metrics that have been used until now ," he noted. And the OWM seems to cautiously observe the participation of Google and Facebook in the creation of a cross-media measurement method on a global scale. “We note with growing concern that the large American digital platforms are also gaining more and more market share in Germany ,” warned Tauber-Koch. From the point of view of the vice president of the OWM, it is necessary to fight tooth and nail against oligopolies so as not to undermine competition , neither in the native country of Google, Facebook and company nor in other markets.