In this session...
As the media landscape becomes more fragmented, the industry must continue to evolve the techniques needed to follow the ever-changing consumer journey. More than ever before, marketers require data that provides the ability to measure campaign performance and show true incremental improvements in creative and targeting, particularly now that the consumer’s attention is spread across linear, streaming and everything in between.
What You'll Learn from This Session...
- The value of first party data and what is working in a world without third party cookies
- How to determine the best attribution model for your campaign
- Techniques to track the consumer purchase journey in an increasingly fragmented media ecosystem
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