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How to Measure Digital Audiences and Media in the Cookieless Future

The current approaches to activating, managing, and measuring audiences and digital media performance are all being challenged with the roll out of regulations and the deprecation of third-party cookies. Organizations need to evolve, adapt, and develop migration plans and long-term strategies to continue to drive growth using next-generation audience platforms, identity solutions, and innovative measurement approaches.

Because of this, marketers must find compliant and consumer-friendly ways to collect, enrich, and organize first-party data to replace cookie-based IDs with new identity- and people-based sources. Approaches include tried and tested measurement techniques that can be deployed without a robust identity or first-party solution, as well as techniques that rely on a newer paradigm of partner data sharing within privacy-compliant data clean rooms:

1. Randomized controlled testing (A/B; match market)

2. Deploying media and marketing mix modeling to replace cookie-based attribution

3. Closed-loop measurement in data clean room environments

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