The regulatory and technological landscape of digital advertising is evolving rapidly: elimination of third-party cookies, increasing restrictions on tracking, new data protection requirements.
These changes directly impact advertiser strategies, challenging certain key KPIs and traditional attribution approaches.
In this opinion piece published on CB News, we highlight:
- The role of closed platforms (Google, Meta, TikTok…) and their impact on campaigns;
- The importance of diversifying channels to optimize relevance and campaign performance.
- New measurement and attribution methodologies allowing evaluation of media plan effectiveness in a context where data is becoming scarce.
