IAB Australia this month published a paper on the cookiepocalypse. The paper Beyond the Cookie – Mapping the Future of Marketing Measurement helps advertisers and publishers understand the impact of the deprecation of cookies.
According to IAB Australia, the paper goes through the impact of reduced signals through cookies and other identifiers on measuring ad and marketing impact. The paper outlines how marketers can be prepared for changes to a variety of different measurement techniques including campaign management tools, brand lift research, market mix modeling, attribution and sales lift studies.
The IAB Ad Effectiveness Council from IAB Australia is advising advertisers to reduce the reliance on cookies for tracking. According to the paper, advertisers should focus on data partnerships that leverage people-based data, like loyalty or CRM data, as opposed to cookie-based data.