via Street Fight
The team at Street Fight asked industry experts for their 2021 predictions around topics such as local commerce, media, and advertising. Digilant CEO, Raquel Rosenthal weighed in on the cookie depreciation and measurement:
“As advertisers settle into the new year and face the depreciation of third-party cookies, we’ll start to see other forms of measurement, like econometric or media mix modeling, rise in importance. Standard online measurement has been built around 1:1 measurement using a cookie or a device. With third-party cookies largely going away in the next year and the “walls” of walled gardens like Google and Facebook getting higher, the traditional forms of measurement will become more difficult.
We’ll see more measurement solutions that are underpinned by identity resolution come to market. The Trade Desk, LiveRamp, and MediaMath are some examples of companies jumping in on this. Similarly, we’ll see advertisers themselves making internal changes to their tech stacks and marketing programs to support identity resolution, whether that’s adopting a CDP, investing in a data onboarding partner, or running campaigns specifically designed for list building.”
–Raquel Rosenthal, Digilant CEO