DISQO&AdExchanger：2025程序化广告测量状况报告：头部品牌与广告机构优化策略（英文版）（33页）.pdf

1、The State of Programmatic Measurement How top brands and agencies are optimizing their programmatic advertising measurement strategy2Table of ContentsIntroduction.3Executive Summary.4I.Measurement Today.10II.Measurement Approaches .16III.Measurement Challenges.21IV.Adapting for the Future.26Methodol

2、ogy&About the Respondents.30About DISQO .323IntroductionThe State of Programmatic Measurement:Brands&Agencies Research HOW TOP BRANDS AND AGENCIES ARE OPTIMIZING THEIR PROGRAMMATIC ADVERTISING MEASUREMENT STRATEGY DISQO and AdExchanger developed this study about brand and agency measurement strategi

3、es and approaches.It focuses on best practices and trend analysis of significant industry topics including:ySatisfaction levels with various aspects of programmatic measurement yTop measurement challenges and opportunities yMeasurement KPIs and ROI metrics yWorking with measurement partners yEmergin

4、g technologies yThe outlook for the programmatic measurement improvement The analysis is based on an exclusive survey of brand and agency executives.The survey was conducted in February 2025 and received 168 responses.DISQO and AdExchanger thank the respondents for their important contributions to t

5、he study.Copyright 2025 AdExchanger/Access Intelligence,LLC and DISQO.All Rights Reserved.No part of this publication can be copied or disseminated without the permission of AdExchanger/Access Intelligence,LLC or DISQO.4Executive SummaryProgrammatic advertising measurement stands at a precipice.Bran

6、ds and agencies rely on automated,data-driven media buying to target increasingly complex audiences.Yet,they face many challenges:shifting consumer behaviors,siloed platforms that stifle a unified view of performance,the pending demise of third-party cookies,and privacy concerns.These combine to mak