What’s next for attribution when two-thirds of cookies are rejected?
In the early days of digital advertising, hopes were high that the industry was entering a new era of accountability. And, for a while, it did. When everyone used one browser and one device, tracking tools such as the cookie functioned as a viable approximation of individuals that powered accurate measurement and attribution.
However, times have changed.
Not only do consumers make their activity harder to trace by using multiple connected devices — at least three per...