The CMO's Dilemma: Navigating Measurement in a Post-Cookie, Multi-Touch World
Last updated Apr 19, 2026 by the ATDb Editorial Team
Summary
MIT Sloan examines how senior marketing leaders are rebuilding attribution frameworks following the deprecation of third-party cookies, with case studies from CPG and retail sectors. The analysis highlights a growing divide between companies investing in first-party data infrastructure and those defaulting to platform-reported metrics.
Details
MIT Sloan examines how senior marketing leaders are rebuilding attribution frameworks following the deprecation of third-party cookies, with case studies from CPG and retail sectors. The analysis highlights a growing divide between companies investing in first-party data infrastructure and those defaulting to platform-reported metrics.