Measurement is crucial for ad campaign effectiveness , according to multinational manufacturer Procter & Gamble ’s Marketing VP Sophie Blu . Citing issues such as over - serving users with the same ads and not reaching the desired audience , Blum says that integration across multiple platforms is a major challenge ahead . There is a myriad of reasons why this can happen – from in adequate frequency capping by campaign managers, to using poor quality data sets – but increasingly the problems lie within the industry’s walled gardens, Given Facebook ’s admission that its video response times have been inflated by 60 - 80 % , advertisers are becoming wary of diluting campaign effectiveness . Google recently reduced its advertising through targeted Facebook ads because of the narrowness of its reach , noting the need for better metrics to measure campaign efficacy .
Measurement is crucial for ad campaign effectiveness , according to multinational manufacturer Procter & Gamble ’s Marketing VP Sophie Blu . Citing issues such as over - serving users with the same ads and not reaching the desired audience , Blum says that integration across multiple platforms is a major challenge ahead . Given Facebook ’s admission that its video response times have been inflated by 60 - 80 % , advertisers are becoming wary of diluting campaign effectiveness . Google recently reduced its advertising through targeted Facebook ads because of the narrowness of its reach , noting the need for better metrics to measure campaign efficacy .