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Originally published on E-marketing.
Two Guides for the Cookieless Era
The Digital Alliance has provided two new guides focused on activation and measurement without third-party cookies. With third-party cookies expected to be phased out by 2025, these guides offer alternative targeting solutions to help advertisers maintain their performance. Some of the options presented include deterministic identifiers, cohort-based solutions, and contextual solutions that analyze page content. Additionally, a panorama of measurement tools is provided to assess the effectiveness of cookieless campaigns.
The Importance of Measurement Solutions
The guide on measurement solutions addresses the need for companies seeking ways to quantify the performance of cookieless campaigns. Tools such as adservers, eyetracking, and clean rooms are listed to help brands optimize their measurement strategies in a post-cookie environment, illustrated by several case studies like Intermarché.
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