Try MTA and MMM solutions post-cookies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 26, 2021, 10:36 AM UTC

Contextual advertising lets businesses serve personalised ads accurately and reach prospects effectively without third-party cookies.

With Google delaying the phasing out of third-party cookies, advertisers should leverage the opportunity to look for alternative tracking, targeting, and measuring solutions. Implement new KPIs and measurement frameworks, develop first-party data strategies, and find new ways to interact with customers.

Assess the brand’s reliance on third-party cookies by analysing online traffic across devices and browsers. Then, create an action plan to reduce such dependencies. Brands can interact with their target audience, enrich current data, and create cohorts and personas across platforms by merging first-party data with publisher data.

Further, multi-touch attribution (MTA) and marketing mix modelling (MMM) can help marketers identify blind spots, inaccuracies, and attribute ads. Develop measurement strategies that use data but allow for users to maintain their right to privacy.

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