The article also highlights the potential of new advertising channels such as connected TV (CTV), out-of-home (OOH) campaigns, and PC and console channels. These channels, previously thought to be unmeasurable, can now be analyzed using ML-assisted aggregated data analysis. The author concludes by stating that these changes have transformed the industry, turning initial panic into progress and enabling marketers to reach their audience in innovative ways.
Key takeaways:
- The mobile marketing industry has been forced to adapt to new privacy measures from big players like Apple and Google, leading to the development of new measurement techniques powered by machine learning.
- These techniques have revived two classic measurement methods: incrementality and media mix modeling (MMM), which allow for more strategic marketing decisions and budget allocation.
- Machine learning has also enabled the measurement of previously unmeasurable channels, such as connected TV (CTV), out-of-home (OOH) campaigns, and PC and console channels, providing new opportunities for marketers to reach their audiences.
- The changes in the industry, initially met with panic, have led to what Adjust refers to as "creative destruction", forcing businesses to be more strategic and innovative, and transforming the industry from uncertainty to growth and resilience.