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.