80% of marketers still lack verified purchase data
A study indicates that 80% of marketers cannot connect ad exposure to actual purchases in real-time. This limitation hinders their ability to optimize campaigns effectively, despite significant technological investments over the years.
Key Takeaways
- 80% of marketers cannot connect ad exposure to actual purchases in real time.
- The study says this measurement gap limits both campaign optimization and measurement.
- The article says years of significant technological investments have not closed the loop between exposure and purchase.
Why It Matters
The immediate issue is simple: most marketers are still optimizing campaigns without verified purchase data, so real-time measurement remains incomplete. That puts a hard ceiling on how precisely ad spend can be adjusted from exposure to transaction. In the broader streaming ad-tech stack, this is a reminder that attribution infrastructure is still lagging behind spend and tooling investment. The key signal to watch next is whether future studies show any drop from the current 80% share of marketers unable to make that connection.
Read full article at advanced-television.com
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