Triple Your Digital Research Budget Now: How to Leverage That Investment
In two recent columns we discussed the implications of upcoming changes in Identity Resolution and made a case for robust immediate research investment to offset the inevitable financial losses. (You can read them here and here.)
Triple Your Digital Ad Research Budget Now -- Part Two
In our previous column, we reviewed how the Google/Apple deprecation of identity will reduce marketing effectiveness and proposed that marketers consider tripling their digital ad research budget immediately and continue that investment through mid-2023. Today, we will go through how this calculation was developed, and what key objectives marketers must address.
Triple Your Digital Ad Research Budget Now, Despite Google's Delay
We've done digital advertising research for a while, seeing many challenges over the years -- but none more consequential than what is coming with Apple and Google's upending the ability to link digital behaviors to a person.
