Traditional methods of tracking are becoming less reliable due to increasing privacy regulations and technological changes that limit the use of user data for measurement.
- Users are less likely to use their digital devices due to the rise of ad blockers.
- Conversion window times have slowly increased over time, sometimes as long as 60 days.
- Browsers such as Safari are increasing the ability for advertisers to use third-party cookies to track conversions.
- Increasing privacy regulations and technological changes will limit using user data for measurement.
The correct answer is: Increasing privacy regulations and technological changes will limit using user data for measurement.
Explanation: Traditional tracking methods are increasingly unreliable due to stricter privacy regulations like GDPR, CPRA, and LGPD, which restrict the use of user data for tracking and measurement. Additionally, technological changes, such as browser updates that limit or block third-party cookies (e.g., Safari’s Intelligent Tracking Prevention and Chrome’s upcoming cookie deprecation), further hinder the ability to track users effectively. These combined factors reduce the granularity and availability of user data, making traditional tracking methods less effective.
Reference article: Privacy-Related Changes to Digital Advertising