A Firm Foundation:
Future Proof Tracking
for a Privacy- Safe
Digital ad measurement as we know it isn’t built to last. The truth is, relying on one-to-one identifiers has always been a house built on a foundation of sand, but that foundation has now been completely eroded by the tide of privacy protection. This deterioration began years ago as major browsers started blocking third-party cookies, and continues today as mobile device makers end the ability to collect app IDs.
An honest look at the landscape leaves little room for debate: The question facing us now is not how to prop up the existing edifice, but on what firm foundation we should build for the future. Upwave has charted a new course that integrates rigorous statistical methodologies from medical trials with privacy-safe, household-level tracking to deliver reliable lift measurement and targeting verification without the limitations of one-to-one identifiers.