30-second summary:
- As third-party cookies will eventually phase out and marketers search for alternate approaches, they may find themselves lost in a sea of data when attempting to measure and evaluate the impact
- Focusing on the quality of users instead of attributable conversions can mitigate the inconvenience of losing third-party cookies
- The shift from cookies to a new engagement model will require constant testing, so keep data simple where possible
For years now, digital marketers have been spoiled by third-party cookies and the ability to accurately track engagement – it has made life simple, and reporting a campaign’s activity a breeze. Such an approach has allowed us to easily see how many conversions Meta, Criteo, or an influencer has contributed to with minimal effort. But the eventual demise of third-party cookies demands accurate data on engagement to ensure that the transition…
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