International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The New Frontier of Ad Analytics: Privacy-Centric Approaches to Campaign Measurement and Optimization

Author(s) Swati Sinha
Country United States
Abstract This article explores the transformative shift in digital advertising measurement techniques in
response to growing privacy concerns and regulatory pressures. It examines the transition from
traditional third-party cookie-based tracking to advanced data modeling approaches that prioritize user
privacy. The article provides a comprehensive overview of privacy-preserving ad measurement
techniques, including aggregated and anonymized data analysis, probabilistic attribution models, and
differential privacy. It delves into Big Tech's advancements in conversion modeling, highlighting the
role of machine learning in developing more accurate and privacy-compliant attribution methods. The
implications for advertisers and marketers are discussed, addressing the challenges of adapting to this
new paradigm and strategies for optimizing campaigns using modeled data. Ethical considerations and
the importance of building consumer trust are emphasized, underscoring the need for transparency and
responsible data stewardship. By synthesizing current research and industry practices, this article
offers insights into the future of ad measurement in a privacy-centric digital ecosystem, demonstrating
how the industry can balance effective campaign analytics with robust privacy protection to create a
more sustainable and trustworthy advertising landscape.
Keywords Privacy-Preserving Ad Measurement, Data Modeling in Advertising, Conversion Attribution, Machine Learning for Ad Analytics, Ethical Digital Advertising
Field Computer
Published In Volume 6, Issue 6, November-December 2024
Published On 2024-11-16
Cite This The New Frontier of Ad Analytics: Privacy-Centric Approaches to Campaign Measurement and Optimization - Swati Sinha - IJFMR Volume 6, Issue 6, November-December 2024. DOI 10.36948/ijfmr.2024.v06i06.30381
DOI https://doi.org/10.36948/ijfmr.2024.v06i06.30381
Short DOI https://doi.org/g8rd42
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