Skip to content

Measurement Tactics For A Cookieless World: A 4-step Guide To Proving The Value Of Your Media Spend

Validate Your Digital Ad Spend With Ad Measurement

There’s never been more pressure to prove the value of your marketing efforts, which means measuring digital advertising success is no longer just nice to have – it’s crucial. But measurement remains a challenge to many marketers who still struggle to tie media spend to real-world outcomes. This is especially true as the industry prepares for a cookieless future; it’s never been more important to act now in determining your marketing objectives up front and with confidence.

In our new guide, Measurement Tactics for a Cookieless World: A 4-Step Guide to Proving the Value of Your Media Spend, we lay out an easy-to-follow plan that any marketer can employ to prove their campaign dollars are working. This playbook will empower you to understand the impact of your marketing efforts, regardless of your industry, business goals or budgets, and regardless of the cookie apocalypse.

Download our digital advertising measurement white paper to learn:

Choose the Right KPIs for Your Digital Ads Based on Your Real-World Goals

After determining your overall campaign objectives, it’s time to determine your “guiding light” KPIs – the performance indicators that will be most valuable to you. But there’s one major advertising measurement mistake we see brands make over and over: not aligning their KPIs to their campaign setup.

For example, if you’re a retail brand and your main KPI is driving in-store foot-traffic visits, holding your teams accountable for additional KPIs – click-through rates, perhaps, or conversion rate – may have unintended negative consequences. We’ll show you how to ensure you’re choosing the right KPIs based on your priorities and how to set up your campaign accordingly.

Why Incrementality in Digital Advertising Is So Valuable and How Best to Measure It

Any brand’s true success metric is not conversion rate itself, but rather the incremental lift in conversion rate relative to a non-exposed control group – that is, the increase in conversion rate of those exposed to an ad versus the conversion rate of a group of people who weren’t exposed to that ad.

But what’s the best way to calculate incrementality? Confusion in the marketplace remains, which is why we’re breaking down the fundamentals of incrementality testing, as well as exploring incrementality’s key benefits you may not have considered.


With the end of the cookie fast approaching, marketers are aware of the method that once powered attribution 100% will soon fall to 0%. We also know the mobile ad ID won’t work as a long-term option, and iOS14’s stricter user opt-ins for location tracking will also significantly reduce the measurable universe.

There’s a silver lining, though, for most brands. Those who have been executing media in an omnichannel format may already be on their way to a future-proof measurement strategy for a cookieless future, and we’ll break it down.

Fill out the form below to download the report and learn more ›

For questions on the report’s research findings, or for press inquiries, please contact Viant’s Growth Marketing team at


Download The Report

"*" indicates required fields

How DOOH, Streaming Audio and CTV Connect the Cookieless, Multi-Device World Emerging channels such as digital out-of-home (DOOH), streaming audio and connected TV (CTV) have presented… Read More
White Paper: Three Key Areas of Focus for Marketers in 2023 2023 is shaping up to be a monumental year for digital advertising. An uncertain economic… Read More
Benchmarks for a Cookieless World: Your Cheat Sheet To Compete in… It’s well known that the days of the third-party cookie are coming to an end.… Read More
Targeted Programmatic Advertising for the 2022 Midterm Campaigns Midterm elections historically have lower voter turnout — but 2022 is shaping up to be… Read More
Demystifying Data Lakes By 2025, it is estimated that the digital universe will create 463 exabytes of data… Read More
Measurement Tactics For A Cookieless World: A 4-step Guide To Proving… Validate Your Digital Ad Spend With Ad Measurement There's never been more pressure to prove… Read More
Digital Audio Advertising: A 101 Guide In 2020, US adults turned from terrestrial radio to digital audio due in large part… Read More
Behind the Rise of Ecommerce in America Even before the COVID-19 outbreak, consumers were shopping online more than ever before. But a… Read More
TV’s Role in an Omnichannel World Television’s role in today’s increasingly omnichannel world is changing – what worked in 2015 won’t… Read More
Programmatic Advertising In The Trenches In 2019 alone, marketers will spend $60 billion on programmatic advertising – and it is… Read More
Introduction To Programmatic Advertising: In-housing For Brands INNOVATING IN A NEW OPEN WEB Viant is a pioneer in people-based advertising - the… Read More
Introduction to Digital Out-of-Home Digital out-of-home (DOOH) empowers marketers to reach consumers by the masses with personalized and timely… Read More
Programmatic Advertising for Pharma Marketers INNOVATING IN A NEW OPEN WEB Viant is a pioneer in people-based advertising - the… Read More
Demystifying Quick Service Restaurant Customers With the right technology, today’s quick service restaurant (QSR) marketers can understand their customers better… Read More
TV Viewability in the Age of the Distracted Viewer Today, the vast majority of TV viewers admit to engaging with their companion devices or… Read More
The Definitive Guide to People-Based Advertising The digital advertising ecosystem is well known for its abundance of buzzwords and acronyms, with… Read More
AN INTRODUCTORY GUIDE TO TV ACR TECHNOLOGY In a very short span of time, the concept of television went from one big… Read More
The Total Economic Impact™ of Adelphic, the Viant DSP — Understanding… Learn How Marketers Achieved 143% ROI with Viant's Adelphic DSP Viant's recently commissioned Forrester study,… Read More


Sign up to get Viant news and announcements delivered straight to your inbox.

Sign up to get Viant news and announcements delivered straight to your inbox.