Proving marketing’s worth: The future of measurement

Considers the impact of the demise of third-party cookies on marketing measurement.

A couple of weeks ago I attended my first in-person conference in almost two years, and was taken by surprise by the intensity of the “real thing”. It was a restarting of social motors – nervousness on stage, curiosity, and a certain gentleness with each other.

Here we were, surrounded by our fourth or fifth social circle out. Breaking open the information bubble that tightened during isolation.

What became clear is that while physical movement was restricted, there was definitely no standstill in marketing and business. And a few key questions kept reappearing. One main area of concern: the future...

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Insights Team
Bray Leino

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