With The End Of Browser Cookie Support, What Will Happen To Measurement And Attribution?

How News Saves Lives 1

In less than two years, many publishers, advertisers, data vendors, and technology platforms will need to reevaluate and retool their approaches to data collection, audience targeting, measurement, and attribution analysis. All of those activities will change, and along with them the ways that we track and measure advertising and user behavior and how campaigns and websites will be optimized.

The past decade’s vast improvements in reporting and attribution analytics were mostly based on third-party systems and approaches relying on device-based identifiers for addressability, including cookie-based identifiers. But now everything is in flux. It’s unclear whether all browsers will converge on a standard approach and what data would be made available.

So, for the moment, let’s focus only on Google . . .

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Angelina Eng
Vice President, Measurement, Attribution & Data Center
at IAB