Marketing measurement has relied heavily on multi-touch attribution over the past decade, but the loss of third-party cookies and restrictions on identifiers like IDFAs are forcing rapid change. As media partnerships become more fragmented, MTA’s dependence on full end-to-end tracking is making its models less reliable and harder to sustain. Marketers now need reporting approaches that do not rely on universal tracking yet still provide a clear view of advertising effectiveness. Methods such as incrementality measurement offer a more resilient alternative, helping brands understand true impact in a privacy-first, post-cookie environment.

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