The current approaches to activating, managing, and measuring audiences and digital media performance are all being challenged with the roll out of regulations and the deprecation of third-party cookies. Organizations need to evolve, adapt, and develop migration plans and long-term strategies to continue to drive growth using next-generation audience platforms, identity solutions, and innovative measurement approaches.

Because of this, marketers must find compliant and consumer-friendly ways to collect, enrich, and organize first-party data to replace cookie-based IDs with new identity- and people-based sources. Approaches include tried and tested measurement techniques that can be deployed without a robust identity or first-party solution, as well as techniques that rely on a newer paradigm of partner data sharing within privacy-compliant data clean rooms:

1. Randomized controlled testing (A/B; match market)

2. Deploying media and marketing mix modeling to replace cookie-based attribution

3. Closed-loop measurement in data clean room environments