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The future of measurement 2024

Measurement is set to be a hot topic this year, with marketers battling multiple headwinds: the demise of third-party cookies, new regulations around sustainability reporting, and, of course, the growing influence and impact of AI.

To help marketers get to grips with these challenges, WARC has just released The future of measurement report, which highlights key trends across four different areas:

  • AI and the growth of synthetic data
  • The third-party cookie countdown
  • Hurdles in holistic measurement
  • How marketers can close the sustainability gap

The insights are based on a combination of exclusive data from WARC and several external research studies and reports.

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