What post-cookie attribution will look likeF
Posted: Sun Jan 19, 2025 12:37 pm
She also confirmed the importance of loyalty programs when it comes to collecting data on customers and users, as well as the impact of correctly measuring attribution on the business: “We have more than 20 million online users plus all the in-store customers, and we carry out cross-channel campaigns for them, so it is necessary to know what each channel contributes to the business and to know how to optimize the investment.” In any case, MariPaz wanted to emphasize that there is no ideal attribution model, but rather models that are better adapted to what each company needs.
Finally, Juan recalled that attribution models are often foreign to a large number of professionals, including managers who do not have solid training in this field, and for whom it is often difficult to evaluate the difference in results offered by models such as Last Click or First Click.
On this occasion, Dani Barreiro, Data Director at Elogia ghana business email database offered us an overview of what is happening in the world of cookies, and how the sector is preparing for this “cookie-free environment” and outlined how campaign tracking, optimization and attribution can be maintained in the future.
« The third-party cookie has been for years the central axis on which the digital advertising business has been built. Google has the upper hand and when it eliminates third-party cookies in Chrome (2022), which is the dominant browser, it will force the entire industry to take measures to be able to know where a sale or a registration comes from , " explained Dani, who has brought the concept of cookie and how it is used in digital advertising closer to the attendees in an educational way, as well as associated concepts such as the conversion window or the differences between zero-party, first-party, third-party data or server to server.
Finally, Juan recalled that attribution models are often foreign to a large number of professionals, including managers who do not have solid training in this field, and for whom it is often difficult to evaluate the difference in results offered by models such as Last Click or First Click.
On this occasion, Dani Barreiro, Data Director at Elogia ghana business email database offered us an overview of what is happening in the world of cookies, and how the sector is preparing for this “cookie-free environment” and outlined how campaign tracking, optimization and attribution can be maintained in the future.
« The third-party cookie has been for years the central axis on which the digital advertising business has been built. Google has the upper hand and when it eliminates third-party cookies in Chrome (2022), which is the dominant browser, it will force the entire industry to take measures to be able to know where a sale or a registration comes from , " explained Dani, who has brought the concept of cookie and how it is used in digital advertising closer to the attendees in an educational way, as well as associated concepts such as the conversion window or the differences between zero-party, first-party, third-party data or server to server.