Privacy is powering the next wave of measurement innovation
News Source : The Drum
News Summary
- Angelina Eng argues that privacy isn’t a barrier but a catalyst for reimagining marketing measurement through new tools, standards and consent-driven data.
- As marketing evolves, privacy is forcing a portfolio shift from user-level attribution toward causal and aggregate methods, she says.
- Eng: Privacy‑enhancing tech like data clean rooms, server‑to‑server integrations and frameworks such as IAB Tech Lab’s ACIF and Conversions API are enabling secure, privacy‑conscious data collaboration.
As part of our Data for Drummies guide, the IABs Angelina Eng argues that privacy isnt a barrier but a catalyst for reimagining marketing measurement through new tools, standards and consentdriven d [+7262 chars]
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