Audience Measurement in a Privacy-First World [Video]

AMENIA, N.Y. – Marketers want as much information as possible about customers who consent to sharing details about what they buy. This first-party data is a valuable resource that can help with measuring audiences and the ability to reach them effectively.

“We really need to leverage permissioned first-party data to get effective measurement,” Lichtenthal said. “You can’t run an effective media strategy without effective measurement. The future of the world is aggregated and anonymized first-party data.”

Cookie Status Quo

Google’s decision to stop proceeding with a plan to get rid of tracking cookies in its popular Chrome browser won’t have a major effect on Mastercard, Lichtenthal said.

“It has more impact on my milk consumption than it does my business,” he …