Cookies vs. Holistic Measurement – What You Need to Know
Cookies fuel only a portion of passive deterministic tracking today - and specifically only browser-level channels. The rest of the media universe, including linear television, SVOD, AVOD, CTV, OTT and OOH has had identifiers attached to them but were not dependent upon cookies. Radio and print have never had deterministic identifiers attached to them for measurement at all.
What are we to do with all these silos of data? Lean in and embrace a holistic, modelled approach to measurement - and never look back.
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