Brands spend millions on Coachella activations but face challenges measuring effectiveness due to inflated reach numbers. Traditional measurement systems often inaccurately inflate these figures, causing brands to believe they are reaching new audiences when they are not. Many marketing strategies are based on misleading data, where correlations are mistaken for causations. Advertisers would rather have independent measurements than those from Big Tech publishers, which may not accurately reflect cross-channel performance. Without accurate attribution, brands risk making erroneous decisions about future marketing investments.
Many traditional measurement systems inflate reach numbers, leading brands to believe they are casting wide nets when they are actually reaching the same audience repeatedly.
Advertisers prefer independent measurement over walled-garden solutions from Big Tech publishers, as legacy tools count exposures as separate individuals.
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