Employ
a
Range
of
Measurement
Options
that
will
Outlast
Third
-
party
-
cookies
05
There is a lot that we still don't know about measurement in a
cookieless world. The good news/bad news is that no one knows
with any certainty, so we're all on an even playing field. We know that
measurement will be impacted in a post - third - party cookies world,
with cross - domain metrics becoming limited to what browsers
provide and is available from the limited scale of cross - site ID
solutions.
How we track success will likely be limited in scope compared to
what third - party cookies allow, resulting in more siloed measurement.
But fear not. Measuring ad effectiveness is still possible without third -
party cookies — it will simply look different.
During this time, it's crucial to get educated on different
measurement methodologies that are in play now and see if those
will be a right fit for your campaigns.
You need a brand - new deck when it
comes to measurement.
Employ a Range of Measurement
Options that will Outlast
Third - party cookies
05
+ Ad Interaction Measurement is
viewability, clicks, engagement, etc.
that can be measured by companies
like TripleLift or any other company
that can place a tag in the creative
+ Privacy Sandbox Browser APIs will
provide aggregate attribution
measurement. A caveat: these APIs
still won't enable companies to see
attribution on a person - by - person
basis
+ Cross - Domain Ad Attribution is
attribution for the small volume of
people who will be trackable via ID
solution partners
Pre - campaign Launch
