How data science can help marketers to bridge the measurement gap in a post-cookie landscape

Brands should embrace econometrics to boost their understanding of cross-channel effectiveness.

The future of identity

This article is part of a series of articles from the WARC Guide to the future of identity. Read more.

The dust is beginning to settle on Google’s recent announcement that, once third-party cookies are removed, its ad buying products will not build or support new alternative tracking IDs online. The same goes for Apple’s rollout of its Apple Tracking Transparency Framework (ATT), which sees the end of tracking using mobile ID (MAID).

As an industry we find ourselves walking the tightrope between a future city that hasn’t quite developed...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands