Driving performance in the advertising landscape, now and in the future

Shifting behaviors, evolving technology, the economy, COVID-19, and new regulations are uniquely affecting advertising, causing disruptive changes in data policies.
This makes it hard to attribute outcomes and target relevant ads.
Meta commissioned Deloitte for a landscape scan, resulting in the 2022 Signal Resiliency Guide.
It offers actions across data, media activation, tech stacks, and measurement.
Key steps: assess current state, break silos between teams (analytics, marketing, IT, privacy), build a privacy-friendly foundation with governance and compliant data sharing, lean into resilient signals like first-party data, and evolve measurement beyond multi-touch attribution.