Programmatic: How Effective is My Advertising?
May. 9, 2024 | By Daniel Fröhlacher - Adverity
Due to walled gardens – platforms that distribute their specific targeting data only in combination with their own inventory and don’t grant access to the collected data – for example, it was neither possible to fully capture the customer journey nor to include offline contact points.
Today, with third-party cookies phasing out, attribution modeling has become almost impossible. The principle now only works if users fully consent to the tracking of the customer journey on the website – otherwise tracking is interrupted and marketers are consequently unable to measure their entire marketing funnel with this model.