Increasing regulation and consumer demand for better privacy protections are forcing advertisers to adapt how they measure the effectiveness of their campaigns.
But there are ways to improve measurement accuracy while remaining privacy-compliant, regardless of whether explicit consumer consent is obtained.
One of the world’s leading financial services company’s is attending Beet.TV’s latest Beet Retreat to discuss the issues.
Beet at the Berkshires
Beet Retreat Berkshires takes place at the Troutbeck Estate hotel, July 21 to 23, with 125 attendees discussing performance TV advertising, identity solutions, AI and retail media.
Mohamed Abdelsadek, EVP of Global Data, Insights & Analytics at Mastercard, will appear on a panel, Navigating the Challenge: Balancing Privacy and Attribution in Measurement.
“It’s great to be among some of the leaders in the media space. It’s great to be able to see some of the major changes that we’re going to be discussing at the retreat,” says Abdelsadek, in this video interview with Beet.TV.
“I think it’s really a great collection of people that are coming together.
“And I’m also looking forward to some candid conversations about the opportunities and challenges that everyone is facing and seeing.”
Help for Measurement
Specifically, Abdelsadek is keen to discuss measurement.
“Given everything that’s happening in the advertising and the media space, these tools are able to help organizations be able to get accurate measurement results in a compliant way and address some of the challenges that we’re seeing in the US but also across the globe,” he says.
Abdelsadek believes improving measurement accuracy in a privacy-compliant way needs to happen regardless of whether advertisers obtain consumer consent or are able to get the details needed to measure outcomes.
“There are other ways to measure attributions and we could help the organizations figure out how to do that,” he says.
You’re watching coverage of Beet Retreat Berkshires 2024. For more videos from this series, please visit this page.
