'Sales Lift' Projected To Get A Post-Cookie Lift, Other Forms Of Research Too

An increased reliance on so-called "sales lift" metrics will be the greatest beneficiary of the deprecation of third-party cookies, according to a survey of 200 ad execs conducted by Advertiser Perceptions.

Other forms of research expected to play a greater roll, including ad effectiveness, media mix modeling, cross-platform multi-touch …

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