In this Deep Dive, we team with Quantcast to look at how best to approach cookieless measurement, and how that will really define the cookieless future.

For almost three decades, third-party cookies have been a key tool for measuring online advertising effectiveness. Using a third-party cookie, a marketer could see which impressions lead to a user buying their product, and which impressions did not lead to a purchase.

As third-party cookies have been deprecated due to privacy concerns, measurements that depend on these cookies have got worse. While cookies look set to remain after Google's cookie-cancellation can-kick this year, it's time for the industry to move on and look beyond them.

So what will define the future of measurement? Our latest Deep Dive, in association with Quantcast, looks at the methods that will secure a quantifiable, privacy-first ad industry.

For an example of the potential methodologies, and a taster of the content below, we've put together a MadTech Sketch to look at deterministic IDs and modelled conversions.

To read all about the future of cookieless measurement, download the ExchangeWire x Quantcast Deep Dive below.

To learn more about the future of probabilistic targeting from Quantcast's Scott Barker, check out our recent Trader Talk video.