As the Cookie Crumbles: Perspectives on Cross-Platform Data from Every Corner of the Industry

As the advertising industry navigates the deprecation of third-party cookies and the rise of alternative data sources, it is critical for buyers and sellers to understand the current measurement landscape.

In 2024, the Online Offline Metrics Working Group conducted In-Depth Interviews (IDIs) with senior executives from 15 companies across the advertising ecosystem. On February 5, we will explore the questions raised in these IDIs with interviewees from both the buyer and seller sides.

Panelists will tackle pressing issues, including shifts in data availability, the integration of first-party and commercial data, the evolving role of panels, and how, if at all, AI is redefining audience modeling and targeting.

Plus, discover the results from the World Federation of Advertisers’ member survey on advertisers’ key measurement needs.

Attendees will gain:

• A broad industry-wide perspective on changes for media planning and targeting.
• A window into the measurement priorities of leading advertisers.
• Knowledge of the latest cross-platform measurement solutions, including AI-driven models.
• An understanding of gaps in current cross-platform media measurement – and the potential opportunities they present.
• An opportunity to benchmark your own approaches against those of a major agency, a major advertiser, and a major publisher.