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Summary
With Apple’s recent iOS update rendering 96% of the iPhone universe untrack-able and Google’s impending ban on third party cookies signaling the end of direct measurement/tracking on Android/PC devices, marketers, publishers and measurement companies have been scrambling to figure out how to preserve measurement in a world without persistent identifiers. Impacts of these changes range from the inability to directly target digital advertising to large percentages of actions such as app downloads, purchases or visits being rendered un-attributable. The ARF gathered 5 forward thinking measurement companies and their clients to come together and discuss how measurement can not only continue, but thrive in this new environment and how they are thinking about future-proofing their approaches in anticipation of further disruption within the data ecosystem.
