Ecommerce measurement is transforming. Browser-based tracking is failing due to privacy and AI. Server-side tracking offers robust, brand-controlled data for AI-driven optimization, future-proofing data foundations for effective, consistent performance.
Ideal Individual Profiles (IPPs) combine company & consumer data for precise, privacy-compliant targeting. Unlock better insights, personalization, and outcomes across B2B & B2C with robust IPP data strategies.
Study reveals mixed acceptance of generative AI & social shopping. Younger shoppers embrace social media platforms like TikTok, while concerns exist around data privacy and AI analysis. Brands need transparency.
