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 , which sees the end of tracking using mobile ID (MAID).