No Long-Tail Publishers, CPMs or CPAs: What Digital Advertising Should Leave Behind in 2024

In a year marked by cookie deprecation, current media and measurement techniques are under pressure

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This year, third-party cookies are set to disappear, and with them, several other mainstays of digital advertising, like measurement, spurring marketers to look at transaction data and attention metrics, and critique alternative forms of media.

“There has been a lot of talk whether CPMs (cost per thousand impressions) or CPAs (cost per acquisition) even still make sense as a metric, whether viewability is a viable metric in this media universe,” said Ana Milicevic, co-founder of programmatic consultancy Sparrow Advisors, at Adweek’s Outlook 2024 event in New York earlier this week.

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