Topic
Every post on the Index about marketing measurement.
Jeff doubts that IAB Tech Lab's Trusted Server Framework answers Apple's Safari restrictions, since it still builds a trail on one person. He says the web has moved away from user-level tracking for years, and advises measuring what spend changed in aggregate.
Jeff argues that moving identity infrastructure server-side is just the latest circumvention of browser and walled-garden limits on user-level tracking. Teams that already moved to aggregate measurement are unaffected, while those rebuilding the old model gain only false confidence.
Jeff argues that server-side frameworks only move the collection point and don't change what marketers are permitted to see. With walled gardens blocking access and most of the journey already untrackable, he says measurement should shift to outcomes and aggregated data.