What? Because it can - it's the biggest reason so much money is transferring to digital and away from print, because of data and accountability. An ad that was at least scrolled into view is better than one that isnt and many campaigns are now bought on that basis.
It's not perfect but it's far better than before and we're not going back.
CPG can't be tracked is the problem, there's a major last mile / offline attribution issue and it's only getting tougher as security/privacy gets more regulated.
That being said, we work with P&G, they definitely know more now than decades before with older mediums.
What? Because it can - it's the biggest reason so much money is transferring to digital and away from print, because of data and accountability. An ad that was at least scrolled into view is better than one that isnt and many campaigns are now bought on that basis.
It's not perfect but it's far better than before and we're not going back.