The digital experience and digital advertising are getting a complete overhaul because of different expectations about privacy and regulations like GDPR in Europe and CCPA in California. What used to seem like the wild, wild, west of the internet, is now being met with regulations that are making brands rethink how they value, collect and handle consumer data. 

For the past decade, direct response marketers have used multiple data sources, such as cookies and mobile device IDs, to measure advertising results. Now, access to this data is declining – and with it, the efficacy of measurement systems such as channel-level reporting and cross-channel attribution tools. Today’s marketers are required to make fast, frequent optimizations based on granular data feeds need to future-proof their measurement strategy.