Media Mix Modeling

Cookies are Crumbling – Here’s How Media Mix Modeling Saves the Day

By mid-2024, Google (the last major holdout) will begin phasing out third-party cookies from Chrome. Opt-in, first-party cookies will remain for direct tracking of campaign results but will lack the multi-touch attribution of digital impressions leading up to the tracked engagement. Soon all the cookies will have crumbled, and marketing attribution models based on their…