“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Ionut Ciobotaru, Chief Product Officer at Verve Group.
The past has finally caught up to the marketing industry. We can’t pretend we didn’t know it would. As an industry, we perverted identifiers and cookies, we failed to proactively address concerns raised by regulators and platforms, and now – like children who failed to heed the first dozen warnings from their parents – our much-abused toys are being taken away.
Although Google’s decision to delay final cookie deprecation until 2023 prompted a sigh of relief in many circles, the writing is still on the wall: The way we attribute ad performance, particularly omnichannel measurement, needs to fundamentally change — and soon.
Good. We had it all wrong anyway.
Cookies decay quickly and fail Article source: https://www.adexchanger.com/data-driven-thinking/we-have-to-completely-relearn-marketing-measurement-and-thats-a-good-thing/
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