With the cookie on its way out, marketers now face a significant attribution challenge. Traditional attribution and measurement models, for instance last-click, behavioural targeting, and multi-touch attribution, all rely on third-party data to operate. 

However, the cookieless era should be seen as an opportunity to make the most of more accurate data sources - namely first- and second-party data. 

We touched on some of these innovative solutions in a previous blog post, but today we’ll be taking a closer look at four cookieless ways you can track attribution across your marketing funnel, to assess the performance of your ads, and determine which interactions have the most impact in the path to conversion.

1. Capture campaign performance with contextual

Targeting is an incredibly important tool in advertising, helping marketers unlock key customer insights that can then be used to segment audiences and create highly relevant ads. But with the demise of the cookie, the focus is shifting from behavioural targeting (tracking the history and preferences of the user) towards contextual targeting (using signals such as...