How data science can help marketers to bridge the measurement gap in a post-cookie landscape

Brands should embrace econometrics to boost their understanding of cross-channel effectiveness.

The future of identity

This article is part of a series of articles from the WARC Guide to the future of identity. Read more.

The dust is beginning to settle on Google’s recent announcement that, once third-party cookies are removed, its ad buying products will not build or support new alternative tracking IDs online. The same goes for Apple’s rollout of its , which sees the end of tracking using mobile ID (MAID).

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands