How to judge the performance of marketing campaigns, who shall get the credit and how to allocate budgets? For many years Attribution was a hot topic and many questions and discussions were about how to best attribute conversions. Is this the best solution or are there others such as Marketing Mix Modelling to increase media efficiency?

The tracking landscape has changed a lot over the last years and will be facing new challenges with the deprecation of third party cookies also in Google Chrome. This presentation will set the scene from a legal and business perspective. Solutions will be shown how to react and act and what impact this will have on tracking.