Ad measurement has been nourished by the data free-for-all of the digital age. But as signal diminishes, advertisers are forced to adapt their measurement strategies or risk losing vital insight into the performance of their media.
Key Question: How close is the cookieless future, and what changes lie ahead for digital ad measurement?
KEY STAT: Less than two-thirds of marketing professionals worldwide have high confidence in their ROI measurement across key digital ad channels. As the deprecation of third-party cookies looms, confidence in some channels could plummet.
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