Brand Lift Conversion Cookies 
Basis
JANUARY 9, 2025
After not one, but two delays, Google pivoted yet again in 2024 when it announced it would no longer deprecate third-party cookies in Chrome. To use a non-cookie-related example, sometimes well see clients want to stop a display or video campaign because theyre not seeing the same metrics as search.
VideoWeek
NOVEMBER 25, 2024
Ongoing uncertainty over the future (or lack thereof) of third-party cookies is increasingly shifting advertisers towards CTV, where they can leverage first-party data to target engaged audiences. This allows marketers to measure brand lift and conversions across different holdout groups, according to Maier.
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Basis
APRIL 25, 2024
To start, there’s the matter of signal loss, driven by factors such as Apple’s App Tracking Transparency, data privacy regulations , the consumer demand for data privacy , and Google’s plans to deprecate third-party cookies in Chrome in 2025. To meet these challenges, advertisers are testing new technological solutions to help them adapt.
Ad Monsters
FEBRUARY 20, 2025
Publishers should expect advertisers to push harder for performance validation across multiple data sources and be ready to demonstrate their value from brand lift at the top of the funnel to sales-driven impact at the bottom. More direct conversations around data access, custom reporting, and collaborative testing will be the norm.
Automatad Inc.
MARCH 23, 2022
Post cookie insights for publishers. The Financial Times invests heavily in brand lift measurement. Are Publishers Prepared for a Post-cookie World? Association of Online Publishers (AOP) surveyed 111 industry professionals to share post-cookie insights for publishers and advertisers. Last Week’s Highlights.
Ad Monsters
DECEMBER 13, 2022
Thankfully, Emodo Institute took a deep dive into the wonderful world of marketer KPIs to showcase just how dramatically they were affected by cookie and ID loss. So maybe there’s something to the argument that attention metrics will be a key measure for advertisers once the cookie finally takes its final breath.
Basis
SEPTEMBER 25, 2024
As most media agencies likely understand, signal loss will continue to increase despite Google’s U-turn, as a majority of Chrome users are expected to opt-out of a cookied browser experience. Lauren Johnson, Client Strategy and Effectiveness Lead at Basis Technologies, says that specificity should be a key aspect of these conversations.
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