By Tim Peterson • January 26, 2024 • 1 min read •
This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
The third-party cookie going away won’t only affect advertisers’ abilities to target ads but also their means of knowing which of those ads led to product sales or conversion events.
To help fill that cookie-sized hole in the digital ad industry’s measurement system, Google has developed the Attribution Reporting API as part of its Privacy Sandbox set of proposed third-party cookie replacements.
The Attribution Reporting API effectively has the browser play the part of the third-party cookie. But in order to protect people’s privacy, it restricts advertisers’ and publishers’ abilities to connect ad exposure and conversion data while introducing noise and delays.
“There’s some pluses with that. But there’s also some minuses that come with the Attribution Reporting API,” said Joe Doran, chief product officer at Epsilon.
Digiday spoke with Doran as well as Quantcast’s Durban Frazer and Sharethrough’s Curt Larson to break down the pluses, minuses and mechanics of the Attribution Reporting API in this explainer video.
https://digiday.com/?p=532913
More in Marketing
Billboard pours its first tequila brand partnership with Tres Generaciones
January 26, 2024 • 3 min read
Billboard, which recently announced a partnership with Tres Generaciones tequila, the first time the company has shared the stage with a tequila brand.
In rocky digital advertising landscape, advertisers reconsider direct mail
January 26, 2024 • 5 min read
Currently, the industry is facing rising digital ad costs along with more data privacy regulation, forcing marketers and advertisers to reconsider their digital strategies. Agency execs say they are suggesting diversification even beyond digital into traditional channels, like direct mail.
Confessions of a media buyer on ‘shake up of rep support’ as platform spend asks get ‘aggressive’
January 26, 2024 • 4 min read
For the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from a seasoned media buyer who says that the platforms are looking for more predictability.
