Trackers set by third-party domains, historically central to ad targeting, now disappearing.
Third-party cookies allowed following a user from site to site for targeting and conversion measurement. Between browser blocking (Safari, Firefox), Apple's restrictions (ATT) and regulatory pressure, the ecosystem is shifting to a world where cross-site tracking no longer exists.
Concrete consequences: shrinking retargeting audiences, incomplete digital attribution and platforms over-reporting their contribution. Advertisers who haven't adapted their measurement are flying blind.
"Our answer rests on three pillars: cleanly activated first-party data, server-side tracking to reliabilize measurement, and the rise of cookieless methods (MMM, incrementality tests, geo-experiments)."
Let's conduct an audit of your metrics together to identify your true growth levers.
