How people – not cookies – can define digital audiences

This event report outlines why a reliance on cookie data could be undermining marketers' attempts to understand consumers.

How people – not cookies – can define digital audiences

Geoffrey PrecourtWarc

When Facebook acquired Atlas in 2013, it was widely perceived to be part of a larger plan that would extend the social network's tracking capabilities by enhancing its grasp of cross-platform measurement.

Or, as Atlas today describes its own service offering, to "give digital marketers and agencies the insights to guide brand journeys and create impact in all new ways … With Atlas, you can understand the customer journey, from the first contact to the final sale, whether online or off."

And, as further evidence of...

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