DIGIDAY – 13/03/2020
Lucinda Southern
Publishers are seeing growing demand from agencies and advertisers to measure digital ad campaigns with brand-uplift studies since Google announced its attack on the third-party cookie back in February.
Along with other ad mechanics, third-party cookies let advertisers identify cross-site attribution to understand whether people seeing an ad ultimately took an action. Multitouch attribution and cross-site tracking will only get harder as Chrome denigrates third-party cookies and regulators tighten up on consent-gaining practices. This has led advertisers back to old-school measurement methods like surveys and panels.