Digital Marketing Measurement Demands a New ‘Plan A’

Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Peter Vandre, Chief Analytics Officer at dentsu Media US.

If you’re planning for the impending death of the cookie, that’s a productive focus – but also, think bigger. Those keen on planning for what’s next should start preparing for the end of digital marketing measurement as we know it.

Marketing ecosystem changes are destroying the very cornerstones of traditional digital marketing measurement. Policy changes announced by tech giants such as Apple and


Reliable internet in the home has become more important than ever. Home schooling, working from home have been added to the other activities of online family life. In my family we have tried a wide variety of solutions. We have a four bedroom house and an office in the garden and there are five of us using the internet extensively.

Over the years I have worked through a series of different routers, sent internet down the power cables and introduced a number of different approaches to monitoring and restricting access appropriate for the different age of each family member.



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