The World Federation of Advertisers (WFA) has released a framework and technical paper detailing its proposed approach to ad measurement without third party cookies. The Federation represents ad industry associations around the world. They propose two complementary approaches, one using anonymized data and sampling across all channels and another tracking individuals when first party data can be had. No silver bullets here.
There’s too much bad news in the world right now for me to add more, Dear Reader. So I’ll sneak back to last week to report that programmatic advertising platform Stirista is buying Nikaza, a location-based measurement platform. Stirista has an identity graph that lets advertisers target customers across channels. Feel better?
Here’s a frightening tidbit: 35% of U.S. consumers told The Harris Poll that they would be happy if they never made an in-store retail purchase again. Seventy percent said they prefer zero human contact during shopping experiences. Presumably preferences will evolve after the pandemic ends but you do have to wonder how deep these scars will be.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.