Preparing for Life After Cookies
Digital advertising is facing its most disruptive shift in decades. With the phase-out of third-party cookies, marketers are losing one of the core tools that has powered attribution, targeting, and optimization. The question is no longer if cookies will go away, but how ready organizations are to measure performance without them.
At the upcoming session on Advertising Measurement, Ben Vigneron will take on this challenge directly. His talk centers on building a durable measurement strategy that can withstand the collapse of cookie-based tracking and still provide marketers with the clarity they need to make decisions.
A New Measurement Playbook
Vigneron argues that resilience must be designed into analytics systems. Instead of relying on fragile identifiers, marketers need frameworks that:
Incorporate first-party and modeled data into their attribution pipelines
Use incrementality testing and experimentation to validate true impact
Prioritize transparency and repeatability over black-box metrics
By focusing on these principles, organizations can avoid the “scramble effect” that often follows major industry changes and instead maintain continuity in decision-making.
The Strategic Advantage
This shift is not just about compliance or technical fixes. It represents an opportunity to rethink how success is defined and measured. Advertisers who retool their measurement stack now will have a head start in a post-cookie environment, with cleaner data, stronger governance, and more confidence in performance outcomes.
Vigneron’s session will equip marketers with a framework to evaluate their current systems and begin the process of future-proofing. The goal is not to replicate the past but to design for the next era of advertising.
Why Attend
For marketers who want to maintain accountability in campaigns and ensure their organizations can keep pace with industry change, this talk is essential. Measurement is not a back-office function—it is the foundation of every growth strategy. Preparing for life after cookies is not optional. It is the next competitive frontier.