Undoubtedly, the digital revolution has been a boon to consumers. It’s opened up a world of information and entertainment that would have been unimaginable only a decade ago, and it has created a level of transparency around brands that would have been impossible to achieve before the advent of the Internet. Of course, this striking growth also brings problems.

For instance, as a result of the format’s explosive growth and maturity, many brands are now realizing that they need additional data and insights to fully understand the performance of their campaigns. The huge advantage of the digital ecosystem is that it allows marketers to test and learn, expanding where they are successful and decreasing spending where it underperforms, but the problem arises when brands lack the right tools to measure their activities.

The good news is there are plenty of ways to solve this measurement problem, and we're seeing brands get creative with how they use different types of data. However, measurement isn’t just about technology, it’s also about strategy and planning.

The taking place of new devices and platforms leads to magnifying shared pain points among firms of all sizes: cross-channel measurement. New platforms and devices offer an opportunity for new measurement for companies of all sizes. Just focusing on social media and searching may harm firms, but thinking about the next step in the consumer journey—and investing in it would be better. Given the heightened focus on return on investment (ROI), marketers need to measure across all of the channels they allocate funding to, no matter how small the allocation is.

According to a recent survey conducted by Nielsen, fewer than 20% of marketers feel confident in their ability to measure their return on investment. This illustrates a major disconnect between marketers’ main objective for the year—acquiring customers—and the tools they use to measure the success of core marketing tactics. If marketers are truly aiming to improve customer acquisition, they need to notice that every communication channel serves a purpose in the sales journey.

On this journey, TV is one of the biggest players and marketers shouldn’t discount the value of traditional TV. Importantly, adults 18-65, on average, still spend more than four hours each day watching live and time-shifted TV programming. It is not possible to ignore a medium where people spend so much time during the day. This makes TV not just a tool for mass reach, but also makes it a big part in the consumer journey.


That’s why having the right marketing technology, especially as the world moves away from cookies, is critical in any situation where brands want true visibility into the full customer journey. Without cookies, marketers will increasingly need to rely on their first-party data and create solutions that help develop and maintain meaningful relationships with real people, not devices. First-party data is the lifeblood of your marketing efforts. Be sure to collect it properly, regularly, and in full compliance with privacy regulations.

The world without cookies requires innovative marketing solutions. Medialyzer's data-centered approach not only enables advertisers to target specific audiences more effectively, but also provides transparency and independence for companies. The transformation of the media ecosystem is inevitable with this innovation. Medialyzer’s solutions take place right in there. Medialyzer’s TV Attribution solution has a technology that collects and processes data with its script. Thanks to its data collection and analysis capabilities, Medialyzer allows advertisers to reuse the data collected with an innovative solution: TV Remarketing. Thus, advertisers will be able to carry over their 1st party cookies from their online campaigns into their TV campaigns. The use of 1st party cookies provides advertisers with better analysis and targeting accuracy than if they were using 3rd party cookies. Medialyzer products offer significant opportunities in this area and will continue to do so.