Marketing Attribution in the Age of Cookie-less Media
AUTHORS: ROBERT CARDARELLI, SVP DIGITAL INNOVATION AND MICHAEL BERTIE, SVP ANALYTIC CONSULTING
IS YOUR MARKETING ATTRIBUTION CAPABILITY PREPARED TO ADDRESS THE CHANGING MEDIA DATA LANDSCAPE?
Marketing attribution has evolved dramatically in the past 20 years, migrating from ‘Last Click’ to data-driven Multi-Touch Marketing Attribution. However, the foundation of these approaches has primarily relied on third-party, individual IDs. With ongoing changes in the data landscape due to privacy, data-sharing and technology restrictions, the future of individual 1:1 targeting has grown murkier, requiring more thoughtful and innovative approaches to clearly identify the opportunity that is there.
Download this Article to Learn:
– Why the industry is moving away from third-party cookies for targeting and measurement
– Why marketers need to embrace these shifts and enhance their strategies
– And what this means for your long term measurement plan