Performance marketers have long been awaiting the sunset of browser based tracking for marketing analytics. Despite the delay in Google’s plan to block cookies in Chrome, some of the recent updates to Safari, and Facebook’s policies around data privacy and use, have performance marketers on edge about what the future holds for advanced, multi-touch attribution. In the latest episode of The Performance Marketing Podcast we chat with two senior agency strategists about the future of marketing measurement and attribution.
Listen to the full episode in the player below, on Spotify, or Apple Podcasts.
With the more prominent emergence of server-side tracking technologies, and Facebook’s conversion API, we’re seeing that the large self-service platforms are dedicating significant resources to evolving quickly in this area.
Of course spinning a story about how deeply Google and Facebook care about their users’ privacy makes for good PR, but on top of that, owning the measurement and attribution solutions that overcome the growing burden of privacy constraints will likely help drive more adherence to these large ad platforms. This could lead to even more consolidation of ad dollars around these already enormous and dominant players.
Despite the best efforts of ad-tech innovators and organizations like theTradeDesk to create and drive adoption for open sourced advertising identifiers (see Unified iD 2.0), programmatic buyers are still scrambling to build solutions that satisfy the expectations of experienced performance marketers.