Measurement in a Cookieless World
There is no doubt about it – we are moving into a “post-cookie” world which will have a profound impact on marketers and the ways they use data to optimize and measure their campaigns…
It is not unusual that brands today miss 40-50% of user data behaviour due to missing consent or technical changes on iOS or browser side. Can you then rely on your attribution solution at all? Do you systematically use your first-party data to improve your marketing ROI? Brands that want to compete successfully in this new environment must develop capabilities in the following areas: