At Recast we're on a mission to rid the world of wasted advertising spend. No one method or tool is going to get us there, so as well as our own content, we're sharing the best of what we've read on marketing measurement this week.

It looks like Google will actually deprecate cookies in Chrome next year, what will happen?

This is the latest in a long line of challenges to digital tracking and attribution. The last-click cookie-based tracking model was already flawed, but with GDPR, adblockers, and iOS14, it has been increasingly hard to rely solely on it. We’ve seen plenty of marketers exploring MMM for the first time with each of these shifts, so when Google Chrome deprecates cookies we’ll see another big wave. It’s better to get your house in order now because it can take some time to figure out whether to in-house or outsource it. If you decide to build in-house it can take 6+ months to get it working.

We try to read everything out there that's relevant to marketing measurement, and this is the best of what we've read recently.

If you read something great this week, or want to share your own content, submit here.

This is the best of what you might have missed, anything previously posted that is still relevant today.

Just for fun...