With Cookies Crumbling, Publishers Push Brand Metrics

A brand lift score of 65% for the Guardian advertisers

The Guardian, Getty Images

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.

@Lucy28Southern lucinda.southern@adweek.com Lucinda Southern is Adweek's media editor.