Digiday
Feb 5, 2024
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As agencies get more serious about finding the right third-party cookie alternatives, they are running into challenges, both old and new.
Some of these include changes in audience size or measurement and standardization obstacles — and potentially even its own set of privacy questions. As Rio Longacre, managing director of advertising and marketing transformation of consultancy Slalom, noted, some of the cookieless solutions, like universal IDs, are leading to other privacy concerns.
"And yet, traditional MMM, which uses aggregated data and not user data, can be expensive and time-consuming", Owens said. For the last two years, Media Matters Worldwide has instead been building a proprietary tool using machine learning, agile mix modeling, or AMM. Owens said it does MMM, but much faster.