This sponsored post is second in a series from Viant titled “The CMO’s Dilemma.” With the explosion of mobile and data, the series explores the many facets of driving growth in a fragmented, omnichannel, multi-device world where customers are in control. See the first post in the series.
As consumers increasingly use multiple devices in their digital lives, marketers are faced with a problem crippling inefficient advertising paradigms: when they can’t properly attribute ad spend of cross-device marketing to concrete return on investment, they cut the budgets on their campaigns, ruling them ineffective.
But the campaigns themselves aren’t necessarily ineffective. Brands simply can’t accurately track ad performance against revenue…
