Marketers need to measure their return on advertising investment and optimize their marketing mix, while publishers and platforms need to demonstrate their unique contributions and quantify these results to attract advertising spend.
The rise of digital advertising channels with data and analytics capabilities has increased expectations for actionable analysis across all channels. This poses a significant challenge to publishers and platforms that currently lack the similar capabilities to capture, analyze and quantify advertising impact.
Our attribution studies address publishers’ data and analytics capability gaps to uncover the return on advertising spend that industry stakeholders increasingly require. Through unbiased analysis of our proprietary, closed-loop data sets—combined with third-party data to create richer views—Accenture pinpoints the strengths and opportunities across traditional and digital advertising channels to bolster publishers’ sales efforts.