Ad Measurement & Revenue Attribution

Infutor’s Kevin Dean Talks Confronting Third-Party Cookie Deprecation

Major changes are coming to how advertisers and others in the ecosystem can identify users across channels and devices. The loss of third-party cookies and changes to Apple’s Identifier for Advertisers (IDFA) will affect ad addressability, but also measurement and attribution. Advertisers are taking steps in response, including more emphasis on first-party data, data collaborations, and modeling-based approaches.

Infutor’s Chief Operating Officer, Kevin Dean, joins eMarketer’s principal analyst at Insider Intelligence, Nicole Perrin, as she discusses:

• Why it’s critical to audit your metrics and map customer journeys
• Why Apple’s AppTrackingTransparency (ATT) framework and the deprecation of third-party cookies will change these practices, and how to pivot your strategy
• What data clean rooms are, and what you need to understand about secure data collaboration