Abstract:

In this paper, we introduce a privacy-centric advertising measurement framework to demonstrate how measurement can help businesses grow in the era of privacy restrictions. The COVID-19 pandemic has caused big changes in the global economy (the biggest recession since the oil shock), consumer behaviour (stay-at-home, online shift) and marketing strategies (budget cuts, digital shift, etc.). More than ever, advertisers need to understand their marketing effectiveness in order to maximise the marketing ROI in the unstable new normal world. With increasing privacy restrictions on consumer consent and decreasing reliance on third party cookies, markets need to find sustainable solutions for measuring the effectiveness of marketing activities which do not require PII (personally identifiable information) data.