The Rise of Closed-Loop Measurement in a Cookieless Future

The digital advertising landscape is undergoing a significant transformation with the deprecation of third-party cookies. These cookies have long been the backbone of digital advertising, enabling precise ad targeting and measurement of campaign performance. However, with privacy concerns rising, browsers like Safari and Chrome are phasing out third-party cookie support, leaving marketers scrambling for alternative solutions.

This shift presents a challenge: accurately measuring the effectiveness of marketing campaigns in a world without ubiquitous third-party tracking. Fortunately, a well-established approach, closed-loop measurement, is emerging as a viable solution.