Special edition: The 2023 trends that shaped data, targeting, and measurement

Plus: Attention metrics are the next frontier [Insider Intelligence]( [Emarketer Daily Special Edition]([Emarketer Daily Special Edition]( //e.insiderintelligence.com/click/33706946.32186/aHR0cHM6Ly93d3cuaW5zaWRlcmludGVsbGlnZW5jZS5jb20v/5ebdbf111d2dea65379ba90bF02fb174e This data, targeting, and measurement special edition is made possible by AppsFlyer DECEMBER 15, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Pressure to replace the cookie is heating up. Third-party cookies will soon be cooked. Whatever your pun of choice is, the message is the same: Advertisers need to bite into alternatives before the cookie crumbles. This special edition newsletter covers what’s happened in the last year—and what to consider in the next—when it comes to data, targeting, and measurement. Was this email forwarded to you? Sign up [here](. TOP STORY [5 charts on marketing data, targeting, and measurement for 2024]( With third-party cookies finally on their way out, and signal loss still echoing from Apple’s AppTrackingTransparency, 2024 will be a challenging year for advertisers as their ability to target customers accurately and precisely gets more limited. These five charts will help marketers address data, targeting, and measurement concerns in the new year. [5 charts on marketing data, targeting, and measurement for 2024]( [Keep reading]( NOTABLE MOVES [What’s on ad executives’ minds as they hit the home stretch toward ID deprecation?]( Our view: It’s game time for the ad industry to accept and embrace the cookieless future, but first-party data favors large players with vast data sets, and those players tend to be stingy in sharing that data with ad partners. [Interoperability, the right evaluation criteria are key to identity solution adoption]( Our view: Interoperability between different identity solutions enables the different parties in the digital ecosystem to communicate with each other, increasing reach and scale for advertisers. [Programmatic ad spend has gotten more diverse and mobile-dominated]( Our view: Mobile will bring in $93.84 billion in US programmatic digital ad spend this year. Programmatic advertising is still changing, but few advertisers are prepared for a world without legacy IDs. ANALYSIS [Attention metrics are the next frontier of digital ad measurement]( For almost a decade, viewability has been the “it” standard. Viewability established a quality baseline with industrywide recognition. If the consumer can’t see an ad, how could it possibly drive results? Unless it’s viewable, an ad is a waste of precious resources. Now, attention is emerging as viewability’s successor. Viewability metrics are still important to establish that a consumer had the opportunity to see an ad, but attention metrics aim to confirm whether the consumer noticed and absorbed the message. Attention is another stepping stone along the path to outcomes-based measurement—a complementary metric to viewability. [Keep reading]( THINGS TO KNOW ⚠️ [Why attention metrics matter and 3 ways to measure them]( 🅰️ [How the 3 A’s of advertising are intertwined]( 🤖 [AI will exacerbate some programmatic ad issues and alleviate others]( 🧠[5 takeaways on generative AI, data, and personalization from Advertising Week New York 2023]( 🛍️ [Why retail media standardization may take a while]( PODCAST [Behind the Numbers: The Weekly Listen]( The shockwaves of Epic Games’ win over Google, McDonald’s new restaurant brand, and keeping up with AI. Tune in on [Apple Podcasts](, [Spotify](, [YouTube](, or wherever you listen to podcasts. [Follow us on Instagram.](Behind the Numbers is made possible by Affinity Solutions. [Listen in]( THE BIG QUESTION Wall crawl: When will US walled garden programmatic digital display ad spend cross the $100 billion mark, according to our forecast? A) 2024 B) 2025 C) 2026 D) 2027 [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](