"As marketing evolves, privacy is forcing a portfolio shift from user-level attribution toward causal and aggregate methods - opening the door to a new era of measurement that must be smarter, more responsible and designed to enable smarter decisions that drive real outcomes. For example, NBCUniversal has designed a publisher-led data clean room model that allows advertisers to bring in their first-party data and measure attribution across TV and streaming - without exposing raw customer information."
"Measurement has always revolved around some form of identity - from cookies to mobile ad IDs to hashed email addresses. Over the years, our toolbox has expanded to include multiple identity markers across channels and devices, all aimed at connecting impressions to real business outcomes. Today, the range is increasingly diverse: device graphs, CTV identifiers, first-party data and even emerging decentralized identity frameworks all have roles to play."
Measurement remains a top industry priority, and privacy is reshaping measurement approaches rather than just creating obstacles. Privacy drives a shift from user-level attribution toward causal and aggregate methods, requiring smarter, more responsible systems that enable outcome-driven decisions. Publisher-led data clean rooms let advertisers use first-party data to measure attribution across TV and streaming without exposing raw customer information, preserving privacy while connecting ad exposures to site visits and purchases. Identity and consent are foundational, with a toolbox expanding from cookies and mobile ad IDs to device graphs, CTV identifiers, first-party data and emerging decentralized identity frameworks. Multi-device engagement complicates measurement and heightens the need for consent-driven standards.
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