Among some of the major challenges to rolling out cross-platform advertising, McDonald lists the following:
- Exposure measurement – specifically measurement of unduplicated audience reach for specific targets.
- Cross-device identity – many of the identifiers don’t cross the platforms, contributing to the persistent “walled garden” problem.
- Because of this, it is difficult to manage campaign frequency and to get accurate results in back-end attribution models.
When it comes to 1-1 marketing, McDonald stated that, “It only works when there is a high level of REAL permission by the consumer because it requires so much personal information that it is prone to abuse.” And while we talk about efficiencies, there is still some value in some of the inefficiencies, by “letting people who are not current prospects know about your brand and build a favorable impression of it for later reference and action.”
Ultimately, for McDonald, there is no competition between the need for transparency for advertisers versus privacy for consumers. “Consumers need privacy and advertisers need to be transparent about what data they collect, what they do with it and how that benefits the consumer,” he concluded.
This article first appeared in Cynopsis.