Summary
Shifting behaviors, evolving technology, the economy, COVID-19, and new regulations are uniquely affecting advertising, causing disruptive changes in data policies. This makes it hard to attribute outcomes and target relevant ads. Meta commissioned Deloitte for a landscape scan, resulting in the 2022 Signal Resiliency Guide.
It offers actions across data, media activation, tech stacks, and measurement. Key steps: assess current state, break silos between teams (analytics, marketing, IT, privacy), build a privacy-friendly foundation with governance and compliant data sharing, lean into resilient signals like first-party data, and evolve measurement beyond multi-touch attribution.
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