The History of Attribution Modeling in Digital Advertising and Marketing
Summary
Well, in part one of our three-part blog post series, we aim to shed some light on this topic and look at therole third-party cookies have played in attribution, the recent changes to them in web browsers, and how the privacy fallacy is leading to their demise. Google Chrome’s Privacy Sandbox: A set of new privacy-centric standards that will replace the main advertising processes currently underpinned by third-party cookies, such as ad targeting, retargeting, measurement, and attribution. Even when Firefox joined Safari and introduced very similar changes that block third-party cookies and prevent other types of identification like device fingerprinting, the market share of those two together was not enough to make the AdTech world shake. Google Chrome has the largest share in the web browser market (around 60%-70%), so when the news came out, an avalanche of articles and comments related to the end of cookies and its effects in certain platforms started flowing in. But before concluding the first part of the article, we would like to briefly touch on the points covered so far: • Popular web browsers like Safari and Firefox have implemented changes to their privacy settings to prevent users from being recognized across different sites (e.g. blocking third-party cookies).
