INTEREST IN ECONOMETRICS JUMPS AS MARKETERS ANTICIPATE THE DEMISE OF COOKIES

Summary from the TLDR Marketing newsletter

Kantar's 2024 report shows a notable rise in interest in econometrics among marketers anticipating the end of third-party cookies. The proportion of marketers considering or using econometrics has jumped to over 90%, up from 68% in 2023, as they seek effective measurement methods in response to privacy shifts and tighter budgets. Despite the interest, actual usage remains limited due to the high costs involved.