With Cookies Crumbling, Publishers Push Brand Metrics

A brand lift score of 65% for the Guardian advertisers


As the industry scrambles to find ways to target and measure audiences without third-party cookies, publishers like the Guardian are proving their digital ad campaigns work by investing in brand metrics, diverting reliance away from click-through rates as a marker of success. And it’s driving results for advertisers.

Over the last three months, the publisher has measured 50 different campaigns across 35 different brands including Netflix and Samsung, serving 9,500 readers who have been exposed to a campaign with a survey.

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