Future-Proof Measurement with Micro Cohorts
Upwave is at the forefront of privacy-safe measurement through our use of micro cohorts to identify households.
As the final days of user-level tracking approach — what's next for measurement?
Upwave pioneered the use of micro cohorts in 2020, in an effort to get ahead of increasing data privacy legislation. Rather than see the changing landscape as a blocker, we’ve used it as catalyst to innovate for our customers and partners.
What exactly are Micro Cohorts?
Small groups of people, a few hundred or so, that are measured in a privacy-safe way as opposed to at an individual level.
How are they privacy-safe?
They do not rely on 1:1 identifiers like hashed emails or device IDs — making them privacy compliant for both IDFA and the departure of cookies.
What about incrementality?
There is no difference between measuring incrementality with micro cohorts versus person-level tracking. You can still ensure your driver analysis shows causal impact.
How can I prove effectiveness?
With micro cohorts you can still verify and calibrate models using person-level, first-part data.
Interested in Learning More?
Check out our article in Adexchanger and Expert Update on Micro Cohorts.