No one could have predicted what 2020, the most awaited year ever, had in store for us, from a global pandemic to profound tremors within the digital media industry. The clamour around stricter data protection laws and anti-tracking policies has hit our industry in extraordinary ways. As a result, and the same way we are adjusting to a Covid new normal, we must start gearing up for a “digital new normal.”
This digital new normal is two-fold. Firstly, businesses can no longer spend their ad dollars sub-optimally and report incorrect ROI numbers. We need to attribute conversions to the right media channels and stop basing decisions mostly on intuition or outdated data. Secondly, due to the p
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