Author: Dishan Chougle, Director, Programmable Media , Together | Member IAB New Zealand Programmatic Council
Industry-wide initiatives to develop a privacy-first post-cookie measurement framework are making some progress however we are not there yet. Google is set to phase out Universal Analytics later this year, followed by cookie depreciation in late 2024 (hopefully!). This leaves marketers in a messy middle ground with many questions and limited resources to solve complex measurement issues.
It is imperative for brands and agencies to continue exploring cookieless measurement frameworks and run proof-of-concept now to set themselves up for success. In this article we will be looking at established measurement frameworks to see if they are still relevant in a post-cookie world.
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