Why the New Cookieless Marketing Landscape Makes Closed-Loop Measurement So Important

Measurement & Analytics — Wed., May. 1, 2024

The marketing landscape is undergoing a significant transition with the deprecation of the third-party cookie.

For marketers, third-party cookies have been the backbone of digital advertising for years, allowing for accurate tracking and targeting. However, the use of first-party cookies and closed-loop measurement can provide a solution.

Closed-loop measurement involves linking marketing touchpoints to specific business results, allowing for a more holistic view of the customer journey. This requires high-quality first-party data and the use of various tools and technologies to implement successfully.

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