The Attribution Challenge in Social

Ultimately, the burden will fall on social to measurably demonstrate, in factual detail, just how well the advertising works.

Earlier this year, Procter & Gamble announced that it would invest less money in narrowly targeted Facebook ads, questioning if that was the best model for it to use to reach consumers.

Predictably, the comments were met with diverse and competing perspectives from thought leaders and practitioners in an industry that continues to present marketers with a dizzying array of solutions.

On its face, this public expression of doubt appears to directly undermine a foundational brick of Facebook’s value proposition to marketers and further fuels the ongoing debate about how to maximize the return on ad spend in social channels.

In reality, the comment was not an indictment of the specific audience platform or of social overall, but rather an acknowledgement by P&G that after reviewing its performance data, it had identified shortcomings in its current paid social strategy.

The

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