Datalicious Study: 38% of All Touchpoints Missed by Cookie-Based Measurement

You surprised me last week, Dear Reader, by downloading more copies than expected of that IAB study on mobile identities and cross-device matching. So here’s more on the topic, this time from CDP vendor and attribution specialist Datalicious. They found that cookie-based measurement is especially bad at tracking the impact of mobile advertising. No surprise but lots of numbers that prove what you suspected.