随着第三方 cookie 的消失，确保您的广告能到达预定的目标受众比以往任何时候都更加重要。
In addition to utilizing cookieless delivery, it is more important than ever to be able to accurately measure ad performance to confirm you’re matching ads with the right audience. Nielsen recently conducted an analysis of 82 digital advertising campaigns across 15 brands to validate that delivering the right ad to the right audience will improve ROI, confirming that audience metrics are an early indicator of campaign performance.
对于担心由于未来无广告而降低目标定位准确性的营销人员来说，飞行中的营销活动优化对于提高广告投放性能和投资回报率至关重要。而每一项优化工作都始于精确测量。
With the increase of views from connected TVs in recent years, cost per completed view (CPCV) is quickly becoming a key video KPI for advertisers. While this new metric adds a layer of complexity onto campaign measurement—combining on-target rate1 and CPCV, which are typically measured separately—it also offers an additional opportunity for improving your campaigns. By calculating and optimizing the on-target CPCV2, marketers will be able to improve in both indicators.
举例来说，一个针对 20-34 岁男性的营销活动包括在三个网站上投放数字广告，为期 8 周。假设广告活动开始两周后，3 号网站的目标 CPCV 最低。就目标 CPCV 而言，更低的成本意味着更高效的广告，因此在广告系列优化过程中应将重点放在降低总 CPCV 上。在我们的示例中，可以通过在广告活动的后半段将 1 号和 2 号站点的全部或部分媒体支出重新分配到 3 号站点来降低整个广告活动的目标 CPCV。
As a result, it is possible to get more targeted viewers to watch video ads within the same budget without increasing media costs. In this example, optimizing by looking only at the CPCV would reallocate the budget to Site 1 and miss the opportunity to get more of the target audience to fully view the site.
了解如何优化营销活动只是第一步。实际执行飞行中的变更可能是一个挑战，因为有些平台可能不允许在营销活动开始后重新分配预算。但是，即使在活动中包含了在启动后无法更改预算的网站，也可以将这些活动资金重新分配给表现良好的网站，或者在单个网站中使用多种设置的情况下，将这些资金分配给不同的交付设置。
除了重新分配支出外，广告商还可以修改广告投放条件，以最大限度地利用这些资金。例如，缺乏第三方 cookie 可能会导致某些广告活动的目标命中率较低。通过在飞行中更改数据源，可以提高目标定位的准确性，接触到更多的理想受众。
为了接触到更多的目标受众并提高投资回报率，广告商需要利用他们的创造力和数据，以便最大限度地利用营销支出。虽然营销活动优化可能不是一个新概念，但面对无烹饪的未来，广告商需要调整他们的衡量方式和内容，以便在行业变化和竞争中保持领先。
说明
1On-target rate = Percentage of total impressions that reached the target audience.
2On-target CPCV = media cost / (number of completed video views x on-target rate)
Ex: If media cost is $10,000 and 10,000 targeted views are completed, on-target CPCV is $1.
