Privacy-first measurement is just measurement
The "privacy-first" framing made it sound optional. It was never optional.
By T.J. Muro
Published
Updated
Every conference talk about privacy-first measurement starts with the same slide. The cookie is dying. ATT changed everything. Consent rates are dropping. You have seen the slide.
The slide is true. The framing is wrong. Calling it "privacy-first" implies there was a version of measurement that was privacy-second, and that that version worked. Neither of those things was ever the case.
The boring version
Measurement that survives the next platform change is measurement that does not depend on the platform. You own your customer data. You own your transactions. You own the click receipts your own systems wrote down. Everything else is borrowed.
This is not new. This is what direct response looked like before the platforms convinced us they would do the math for free.
Frequently asked questions
What makes measurement last through the next platform change?
Not depending on the platform. Use the customer data, transactions and click receipts you own.