WTF is geo-based omnichannel measurement?

As new programmatic channels emerge and the availability of cookies and personal identifiers decline, the industry must develop an omnichannel measurement framework that addresses these shifts. Marketers need a long-term solution for cross-screen measurement that delivers the results advertisers are accustomed to without getting lost in siloed inefficiencies or proxy metrics. 

This requires connecting all campaign touchpoints, whether an ad is seen on a TV at home, a mobile phone or an OOH screen. Geography offers a common framework on which teams can operate similarly to planning and buying — and more granularly than previously possible. 

To help advertisers with their measurement challenges, this explainer guide dives into geo-based omnichannel measurement, highlighting what it looks like, how it works and its benefits.

Read the guide to learn: 

• Why current measurement solutions aren’t cutting it 
• How geography enables better measurement solutions
• How this new geo-based method differs from those of the past

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