Advertisers slowly acknowledge that measurement, not targeting, might be the bigger cookie deprecation challenge
Marketers need to understand the obstacles arising from the reduced dependence on third-party cookies to make necessary adjustments to their strategies and tactics.
Read the original DIGIDAY article here.
Here is a brief summary of the article:
- With the demise of third-party cookies, marketers must find their own truth for measurement.
- The challenges of tracking user behavior across websites can result in incomplete data, attribution issues, less precise audience segmentation, and a less personalized browsing experience.
- Although Google’s alternative within its Privacy Sandbox is fully developed and adopted by ad tech vendors, attribution efforts will likely regain clarity.
- Meanwhile, marketers are diverting more resources toward media mix modeling and experimental solutions like attention measurement.
- It is crucial for marketers to thoroughly understand the obstacles arising from the reduced dependence on third-party cookies to make necessary adjustments to their strategies and tactics.
