Dr Augustine Fou: Dismantling marketing attribution, ad fraud controls and the business case for third party cookies

Dr. Augustine Fou has nearly three decades of experience in digital marketing, including client-side experience at American Express and agency-side experience at IPG and Omnicom, where he served as Group Chief Digital Officer of eight agencies serving pharma and medical device clients. Dr. Fou also taught digital strategy at Rutgers University's executive education program and NYU's School of Continuing and Professional Studies.

With Dr. Fou we will aim to answer the following questions:

• Does programmatic advertising have to be necessarily bad for privacy?
• Can we once and for all dismantle the fairy tale of marketing attribution? How about advertising fraud controls?
• Is it possible that killing third party cookies is not only better for privacy but also better for business outcomes? 

References:

• Dr Augustine Fou’s recent articles
• Dr. Augustine Fou: How to optimize towards humans and not just away from fraud (LinkedIn)
• Fou Analytics
• Sergio Maldonado: “Analytics CEO makes a passionate case against marketing attribution” (Chief Marketing Technologist, Scott Brinker)