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‘We must create new proxies’: In the absence of cookies, advertisers focus on attention-based metrics

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They are already struggling to understand the impact of targeted ads online with cookies, but without them, it’s virtually impossible.
This could, in turn, create a dependency on the browser-as-platform, which doesn’t sit well with some advertisers.
“In the absence of those cookies, we must create new proxies for measurement,” said the chief media officer at a consumer goods advertiser.
In other words, fewer cookies mean less tracking data, which ultimately causes havoc with the measurement of online ad campaigns.
Attention metrics have grown in popularity in recent years as advertisers like Asics have grown wary of easily gamed metrics in favor of better proxies for media quality.

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