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What Happens to Tracking and Measurement in a World Without Cookies?

Over the last couple of years, it’s become clear that cookies are headed for extinction. State-level and overseas legislation on data collection and browser privacy changes from Apple, Google, Firefox, and more have made it clear that marketers have to reimagine data collection and usage practices in the face of increased consumer demand for privacy.

So what does that mean for tracking and measurement?

In this post, we’ll examine this question on two fronts: first, we will uncover the options emerging from major advertising platforms (Google and Facebook), and how those platforms are integrating with major unified marketing measurement (UMM) vendors Nielsen Attribution and Neustar to protect user privacy and allow greater insight into the cross-channel journey.

The current role of browsers and operating systems

First, let’s look at how browsers and operating systems are currently facilitating the collection of data. Browsers are still allowing first-party data cookies, but restrictions will be placed on vendors (e.g. Google and Facebook) that limit the window of first-party data usage to 1-7 days vs. 1-30 days. This isn’t great for remarketing campaigns, but that data can be pulled quickly for use in identity graphs (also referred to as ID graphs or ID resolution graphs), which we’ll get to in a bit.

That said, channels and…

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