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Digital Marketing

Cross-Media Measurement Has Potential for Huge Change: Mastercards Ben Jankowski Beet.TV [Video]

Marketers are harnessing consumer data more than ever to help with their audience targeting, but they also face significant uncertainties as privacy becomes a bigger issue. That challenge becomes greater as advertisers look for ways to hone their targeting in a more fragmented media environment that includes a growing number of streaming video services.

Ben Jankowski, senior vice president of global media at Mastercard, said using data for targeting makes investments in media “powerful and productive,” though the moves by technology companies like Google and Apple to make online audience tracking have clouded the outlook for media planning.

“It’s really hard to develop that specific plan when we don’t know what’s going to happen,” he said in this interview with Beet.TV. “We’ve been on calls with some of the big platforms recently, and they’ve made announcements that they’re going to change behavior, but they don’t know the specifics of when, and …

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