User Identity Matching: How Platforms Do It, Limitations, and Does Extending Help Campaign Performance
Conversion Tracking Playbook
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Navigating User Identification in Digital Marketing
This chapter explores the intricacies of user identification in digital advertising, focusing on the impact of cookies and the unique tracking methods used by major platforms like Meta and Google. It also emphasizes the need for consistent user identification across marketing channels and the challenges that arise from the limitations of cookie-based tracking.
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