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The biggest social platforms say they want to work together to help advertisers measure their campaigns across platforms, but marketers know better. Platforms of course hold metrics close for privacy reasons but also as a way to leverage bigger budgets from brands.
So, it was intriguing when Pinterest, Google and Facebook spoke on an Advertising Week panel about measurement and how they’re trying to move toward more cross-platform measurement—well, kind of.
“As more money has moved into these platforms, we’ve seen a call for more marketing accountability,” said Julie Fleischer, vp of product marketing at Neustar, who moderated the panel.
Below are some take-aways from each platform:
Pinterest has added 12 measurement partners over the past year, which is a pace that Gunnard Johnson, head of measurement science and insights, doesn’t expect will continue next year.