Cross-channel and cookieless: How measurement will evolve in 2021

30-second summary: The pandemic has caused major shifts in the way that advertisers operate, making it more critical than ever to be able to prove ROI and make every ad dollar count The inability to track reach and frequency is one of the biggest problems with cross-platform ad measurement that marketers face As marketers enter the new year, they will need to have measurement solutions in place that account for cross-channel, cookieless, privacy, and walled gardens Early adopters of cross-channel measurement, truly cookieless solutions, privacy, and consumer-centric policies, and data collaboration will gain insights needed to ensure future success Marketers have faced an incredible number of challenges over the past year. The demise of third-party cookies, the loss of device identifiers, and evolving privacy regulations have forced the industry to come up with new solutions for identity. With consumer behavior shifting rapidly and market volatility expected to continue this year, proving ROI with accurate measurement will be more important than ever

See original here:
Cross-channel and cookieless: How measurement will evolve in 2021