This is a recording of a talk given at the International Search Summit Barcelona 2024. Measurement is having what may be its biggest shake-up yet in 2024, with cookie deprecation looming, and AI and signals taking over from traditional attribution. For anyone running paid media, particularly upper-funnel social or brand (or even generic PPC, video or YouTube) campaigns, this might be worrying! In this talk, Amy Stamper from Impression Digital shares practical ways for agencies and in-house to evolve measurement using first-party data, with options for brands at both ends of the brand/performance spend spectrum.
