Abby Roulston, vp of marketing, Blis

As the end of the year approaches, businesses are taking stock of what works and what doesn’t to make room for transformative opportunities. For the advertising industry, that means acknowledging the advertising approaches and methodologies holding it back, such as dependency on third-party cookies and IDs, reliance on proxy metrics that overlook business impact, siloed media buying strategies and outdated measurement practices. 

Fortunately, the new year promises to usher in innovative approaches to omnichannel advertising and measurement grounded in business outcomes, geo-based strategies and a commitment to accuracy and rigor.

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This WTF guide, sponsored by Blis, explores how geo-based omnichannel measurement works, what it looks like and its benefits to advertisers.

Marketers need a long-term solution for cross-screen measurement that delivers the results advertisers are accustomed to without getting lost in siloed inefficiencies or proxy metrics. As new programmatic channels emerge and the availability of cookies and personal identifiers decline, the industry faces an urgent challenge: developing an omnichannel measurement framework that addresses these shifts.  

Moving away from the dependence on cookies or IDs and letting go of the traditional one-to-one attribution mindset requires connecting all campaign touchpoints, whether an ad is seen on TV at home, on a mobile phone or an out-of-home screen. This new approach must address current limitations while aligning with new consumer behaviors and media consumption habits. Most importantly, it must focus on metrics that truly matter to marketers and their business outcomes.

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