1、Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright

2、 ExchangeWire Ltd.2024 Defining the Future of Cookieless MeasurementIn association withPage 2 of 22Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any informa

3、tion storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2024 |In association withCONTENTSSection 1:The Challenge 3Section 2:Measurement Types And How They Work 5Attribution.6Deterministic And Modelled .7Deterministic IDs .9Modelled Convers

4、ions.9Other Attribution Approaches.11Browser Reported Attribution.11Data Clean Rooms .11Brand Lift Measurement .12Audience Measurement.14Mechanical Measurement .15Section 3:Best Practices 16Data Data Data .17Marketers .17Publishers .18Testing.19Section 4:The Future 20The Only Constant Is Change.21Om

5、nichannel.21About Quantcast 22About Exchangewire 22Page 3 of 22Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,wi

6、thout prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2024 |In association withSection 01The challengePage 4 of 22Published October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,in