The Key to Measurement Is the IP Address | Industry Insights | All MKC Content | ANA

The Key to Measurement Is the IP Address

The industry’s well-documented drama surrounding the end of the third-party cookie is finally here. Now that is finally real – we need to acknowledge that this is going to be a big disruption to the status quo, upending years of investments that call into question a very large number of innovations, systems, brand workflows and business model decisions.