Best Practice Report

How To Use Privacy Technology To Improve Ad Performance Measurement

Strengths And Drawbacks Of Solutions From Apple, Google, And Other Third Parties

May 2nd, 2024
Mo Allibhai, Senior Analyst
Mo Allibhai Senior Analyst
Tina Moffett, null
Tina Moffett
With contributors:
Emily Collins , Benjamin Nagle , Shynise McElveen , Kate Pierpont

Summary

The demise of third-party cookies hampers advertisers’ ability to measure ad clicks, impressions, and conversions. Marketers scrambling to adapt their tactic and campaign measurement techniques have multiple options to choose from — including new privacy-first solutions from Google and Apple. This report helps B2C marketers understand Apple’s Private Click Measurement, Google’s Privacy Sandbox, and test a variety of alternative measurement approaches to contend with the loss of third-party signals.

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