Walled Gardens Ad Measurement

AdTech Measurement Strategy: Decoding the Walled Gardens

In the rapidly evolving digital landscape, measuring the true impact of advertising within "Walled Gardens" like Google, Meta and Amazon remains a primary challenge for brands. This deep-dive investigation explores the current state of measurement solutions across these ecosystems, from Media Mix Models (MMM) to Experimentation (Brand/Conversion/Geo Lift) to the nuances of Attribution.

Developed through years of hands-on knowledge, this framework provides a Best-in-Class approach to Measurement Triangulation, ensuring your advertising strategy is calibrated through high-fidelity experimentation rather than relying on flawed, in-platform attribution signals alone.

• Google Measurement Stack: Covers high-fidelity solutions including Meridian for MMM, Ads Data Hub and the critical role of Conversion Modeling across DV360 and Google Ads.

• Meta Ecosystem Highlights: Analysis of Robyn for open-source modeling alongside advanced experimentation tools like Private Lift and Geo Lift for incremental measurement.

• Amazon Ads Deep-Dive: Insights into Amazon Marketing Cloud (AMC), Amazon Attribution and the specific use of ID Holdouts via the Amazon DSP.

• The Triangulation Framework: Why a combination of MMM, calibrated experimentation and attribution remains the "Gold Standard" for digital measurement maturity.

• Solution Deprecation Alert: Critical updates on retired technologies including Sizmek for Amazon & Google’s Privacy Sandbox Attribution Reporting API.