Toward the Future of Digital Audience Measurement

As marketers continue leaning into new tools and technologies to prepare for a world without third-party cookies, much of the conversation about adaptation has focused on planning and targeting. These are obviously critical aspects of any marketing strategy, but it’s important to not exclude the need for accurate measurement as changes in the digital media environment accelerate.   

Importantly, the changes the industry has been making in response to increasing privacy requirements have implications for all aspects of digital marketing, and the new world of digital audience measurement looks just as different without cookies or MAIDs (mobile ad IDs) as planning and targeting does.

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