Why Measurement Is Harder Today, and The Ways It Needs Improving with Nielsen: Part 2 | Behind the Numbers

Behind the Numbers: an EMARKETER Podcast · with Alison Gensheimer, Matthew Devitt · November 10, 2025 · 24 min

Summary

Today, advertising measurement is more complex than ever due to fragmented consumer attention across platforms and evolving metrics. This episode provides ecommerce operators with strategies to adapt to these changes, optimize ad spend, and make informed decisions by prioritizing data and embracing new measurement technologies. Learn how to navigate the shift from traditional reach metrics to nuanced cross-platform engagement, ensuring your marketing efforts drive tangible business outcomes.

Key takeaways

• Implement new measurement technologies and prioritize data beyond traditional reach and frequency metrics to understand true campaign effectiveness.
• Focus on cross-platform engagement and brand lift, not just simple reach, to accurately gauge advertising impact across diverse channels.
• Actively seek solutions for cross-device tracking and unified viewership measurement to overcome data fragmentation and silo issues.
• Collaborate with measurement partners like Nielsen to leverage their advancements in creating a unified view of campaign performance.
• Continuously adapt measurement strategies to avoid inefficient ad spend and capitalize on opportunities presented by new data and AI-driven insights.

Themes

Topics covered

Episode description

On today’s podcast episode, we discuss why measurement is harder than it used to be, how the metrics advertisers use to evaluate their spend are changing, and what marketers can—and should—do to navigate this transition effectively. Join Senior Director of Podcasts and host Marcus Johnson, Principal Analyst Max Willens, Nielsen's Head of Performance Marketing Alison Gensheimer, and SVP and Head of Advertisers and Agencies Matthew Devitt. Listen everywhere, and watch on YouTube and Spotify. To learn more about our research and get access to PRO+ go to EMARKETER.com Follow us on Instagram at: https://www.instagram.com/emarketer/ For sponsorship opportunities contact us: advertising@emarketer.com For more information visit: https://www.emarketer.com/advertise/ Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode click here: https://www.emarketer.com/content/podcast-behind-numbers-why-measurement-harder-today-ways-needs-improving-with-nielsen-part-2 © 2025 EMARKETER Consumer attention is fragmented across multiple platforms and making informed advertising decisions is more critical—and complex—than ever. With Nielsen Ad Intel, you can streamline your strategy, minimize wasted spend, and identify opportunities to differentiate your brand, empowering you to stay ahead in an ever-changing market. Discover more today. www.nielsen.com

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Frequently asked about this episode

What does this episode say about analytics & attribution?

Implement new measurement technologies and prioritize data beyond traditional reach and frequency metrics to understand true campaign effectiveness.

What does this episode say about paid acquisition?

Focus on cross-platform engagement and brand lift, not just simple reach, to accurately gauge advertising impact across diverse channels.

What does this episode say about analytics & attribution?

Actively seek solutions for cross-device tracking and unified viewership measurement to overcome data fragmentation and silo issues.

What does this episode say about analytics & attribution?

Collaborate with measurement partners like Nielsen to leverage their advancements in creating a unified view of campaign performance.

What does this episode say about analytics & attribution?

Continuously adapt measurement strategies to avoid inefficient ad spend and capitalize on opportunities presented by new data and AI-driven insights.

Listen

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