Evolving media intelligence in Australia’s privacy-focused landscape

Sam Redfern

Attributing media spend may be challenging but Canva’s Sam Redfern says it is possible to adapt the tooling to more accurately measure website performance.

This article is part of a Spotlight series on data and privacy in Australia. Read more

Welcome to a new era in media measurement in Australia.

Before GDPR, CCPA and the proposed changes in Australia to the privacy act, marketing teams could collect a user's identity and use that information to understand site behaviour. Now with cookie banners, targeting controls and the new privacy controls that consumers expect, the tracking phase of attribution has passed.

Urchin Analytics is widely credited with first popularising the concepts of click-based attribution almost 20 years ago. The...

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