“The analytical apocalypse: Companies must develop non-cookie-based analytic models. In our brave new world, our reliance on third-party cookies will no longer be permitted. Advertisers will need to create models that can connect advertising campaign results to website traffic and landing pages without the use of cookies. Advertisers will need to ask themselves can if their current optimization models do that. Most likely not. Methods, the mathematics and data models will need to drastically change to optimize our online programs effectively.”The Analytical Apocalype, the best online advertising piece I’ve read in a long time.
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