Neustar Debuts Third-party Cookie Deprecation Assessment

Consumer data firm Neustar has launched a process called the Fabrick Impact Assessment, to help marketers diagnose and mitigate the impact of third-party cookie deprecation and device ID loss across their media and measurement investments.

Neustar combines data science, programmatic ad buying and proprietary first-party data assets to offer cross-platform targeting. Its new process provides brands with an ID-deprecation impact score for each of their measurement and media syndication partners. Impact scores are calculated using seven underlying dimensions - media spend or volume, number of applied use cases, identifier type, match rate, integration type, data quality, and the available alternatives.

Michael Schoen (pictured), SVP and GM of Marketing Solutions, comments: 'Brands can't afford to take a wait and see approach when it comes to their ability to advertise and measure the impact of their marketing investments effectively in the future. The Fabrick Impact Assessment enables brands to quickly measure the unique risks they might face, and proactively adapt their marketing and measurement strategies to set them up for success before it's too late.'

Web site: www.home.neustar .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.