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For B2C Marketing Professionals

Privacy Concerns Cripple Attribution Measurement

Changes Force Marketers To Pivot On How They Assess Google Advertising Effectiveness

October 10, 2018

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Why Read This Brief

The marketing ecosystem is responding to increasing concerns about data ethics and privacy with tighter controls on data sharing. The impact on marketing performance measurement is severe, especially for attribution measurement. This report outlines Google's new data access constraints and helps marketers adapt their attribution models accordingly.

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