Beyond the cookie: What’s next for attribution?

"To better understand the challenge of attribution going forward, we asked a range of marketing and martech executives to comment on replacement solutions and alternatives. Their reactions and responses cluster around three big themes: the importance of first-party data and customer engagement, identity resolution as a successor to cookies and developing a more sophisticated, holistic approach to measurement.

Ian Trider, Director RTB Platform Operations, Centro

Despite removing third-party cookies, none of the major web browsers are trying to take away a website’s ability to track its own users. Marketers can expect continued click-through conversion to some extent indefinitely. However, they may have to rely more on their own website analytics for data instead of third parties."

Read more in Marketing Land.