The long-awaited deprecation of third-party cookies in Chrome is on hold again, but measurement challenges remain. As privacy legislation gathers steam, advertisers are revitalizing an old-fashioned tactic, media mix modeling (MMM), to get the full picture of how paid media drives outcomes.

Key Question: How can advertisers achieve comprehensive measurement across channels and platforms?

Key Stat: Almost two-thirds (61.4%) of US marketers are working on better and/or faster MMM.