How Upwave’s Privacy Moves Actually Boost Measurement Accuracy

There are two approaches to the rise of privacy safeguards such as Chrome’s cookie deprecation and Apple’s IDFA changes. One approach resists privacy changes with short-lived workarounds, while the other embraces these shifts as opportunities to create better, more accurate products. Upwave is taking the latter approach, exploring how new privacy measures can improve brand outcome measurement, including an upcoming development in household-level intercepts, which is the focus of the whitepaper.