How Upwave’s Privacy
Moves Actually Boost
Measurement Accuracy

There are two ways for advertisers and their tech partners to respond to the growth of privacy safeguards such as Chrome’s planned deprecation of 3rd-party cookie support and Apple’s planned changes to IDFA. 

On the one hand, advertising platforms can resist the arrival of privacy safeguards by using workarounds that are ultimately short-lived. When adtech companies purport to use something like “passive, probabilistic technology to construct cookieless privacy-safe identity on the edge,” you can be sure they are using fingerprinting in a futile cat-and-mouse game that will leave you switching adtech partners every 6-12 months. 

On the other hand, advertising platforms can welcome privacy safeguards as exciting opportunities to develop new, better products for customers. At Upwave, we have dived head-first into the vast pool of opportunities created by new privacy safeguards. We are excited to share some of the ways brand outcome measurement will actually be more accurate as a result. One of these developments – household-level intercept — will happen in the coming weeks and months, and is the subject of this whitepaper.